{"id":91671,"date":"2024-10-30T07:09:23","date_gmt":"2024-10-30T14:09:23","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&#038;p=91671"},"modified":"2025-05-01T10:30:58","modified_gmt":"2025-05-01T17:30:58","slug":"resource-center-articles-cookieless-advertising","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/cookieless-advertising\/","title":{"rendered":"Why Cookieless Advertising Should Still be in Your Strategy"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"91671\" class=\"elementor elementor-91671\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2676c08 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"2676c08\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c6ae943\" data-id=\"c6ae943\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-358687a elementor-widget elementor-widget-blog-detail-hero-article-hero\" data-id=\"358687a\" data-element_type=\"widget\" data-widget_type=\"blog-detail-hero-article-hero.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t<div class=\"article-hero article-hero__variant-2 \">\n\t\t<div class=\"article-hero__wrapper\">\n\n\t\t\t<div class=\"article-hero__content\">\n\t\t\t\t\t\t\t\t\t<div class=\"article-hero__info\">\n\t\t\t\t\t\t<div class=\"article-hero-breadcrumbs\" id=\"breadcrumbs\"><span><span><a href=\"https:\/\/zetaglobal.com\/\">Home<\/a><\/span><\/span><\/div>\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t<h1 >\n\t\t\t\t\tWhy <strong>Cookieless Advertising<\/strong> Should Still be in Your Strategy\t\t\t\t<\/h1>\n\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"article-hero__date\">\n\t\t\t\t\t\t<span class=\"article-hero__date-title\">Published on<\/span>\n\t\t\t\t\t\t<time class=\"article-hero__date-value\">September 27, 2023<\/time>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"zeta-section-with-sidebar\"><div class=\"zeta-section-content\">\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-206de57 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"206de57\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-341abb7\" data-id=\"341abb7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0d90f83 elementor-widget elementor-widget-text-editor\" data-id=\"0d90f83\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Are we being punked? After years of warnings and preparation, Google has decided not to get rid of third-party cookies after all.<\/p><p>But that doesn\u2019t mean we\u2019re going back to digital marketing circa 2020 either.<\/p><p>Cookieless advertising and cookieless marketing are still significant opportunities for both advertisers and <a href=\"https:\/\/zetaglobal.com\/platform\/hiro\/\" target=\"_blank\" rel=\"noopener\">publishers<\/a>. What do these opportunities look like? Technology continues to evolve and advance, but we have some answers for the here and now.<\/p><p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-94883 size-full\" src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Cookies_here_to_stay.jpg\" alt=\"Why cookieless should still be in your strategy\" width=\"1219\" height=\"687\" srcset=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Cookies_here_to_stay.jpg 1219w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Cookies_here_to_stay-300x169.jpg 300w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Cookies_here_to_stay-1024x577.jpg 1024w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Cookies_here_to_stay-150x85.jpg 150w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Cookies_here_to_stay-768x433.jpg 768w\" sizes=\"(max-width: 1219px) 100vw, 1219px\" \/><\/p><p>And Zeta is prepared to help marketers drive even better results\u2014with or without cookies.<\/p><h2 id=\"what-types-of-cookies-are-we-talking-about\">What types of cookies are we talking about?<\/h2><p>First things first\u2014cookie deprecation was never about all cookies. It was only third-party cookies in the hot seat.<\/p><p>A cookie is a snippet of data from a website or technology vendor that is stored within a web browser and contains a user ID. These IDs are attached to individuals\u2019 devices as they use the internet, which allows marketing\/advertising platforms and content servers to serve personalized content and ads to each website visitor.<\/p><p>Cookies also serve as instrumental linkages in identity graphs that power people-based marketing strategies.<\/p><p>But there are two distinct types of cookies:<\/p><ul><li><strong>First-Party Cookie<\/strong>: The first-party cookie is created and stored by the site you are currently visiting. It allows the website owner to collect analytics data, remember language settings, and provide personalized settings that create a better user experience.\u00a0<\/li><li><strong style=\"font-size: 1rem; letter-spacing: 0.02em;\">Third-Party Cookie (3PC)<\/strong><span style=\"font-size: 1rem; letter-spacing: 0.02em;\">: The third-party cookie is created by sites other than the one you are currently visiting. For example, if you visit a website with an ad from another company, that ad can place a third-party cookie on your browser. This cookie tracks your activity across different websites, building a profile of your interests. These third-party cookies can be used for retargeting, frequency capping, and multi-touch attribution.<\/span><\/li><\/ul><p>Due to privacy concerns, shifting consumer preferences, and increasing industry regulations, browsers were sunsetting third-party cookies (and some still are). But first-party cookies have consistently been alive and well throughout the ups and downs of cookie deprecation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-94ea798 elementor-widget elementor-widget-image\" data-id=\"94ea798\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"706\" height=\"396\" src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-11-at-3.37.20-PM.png\" class=\"attachment-1536x1536 size-1536x1536 wp-image-91676\" alt=\"graphic showing the changing landscape with cookies and identity\" srcset=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-11-at-3.37.20-PM.png 706w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-11-at-3.37.20-PM-300x168.png 300w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-11-at-3.37.20-PM-150x84.png 150w\" sizes=\"(max-width: 706px) 100vw, 706px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6be3f68 elementor-widget elementor-widget-text-editor\" data-id=\"6be3f68\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 id=\"what-keeping-third-party-cookies-means-for-marketers\">What keeping third-party cookies means for marketers<\/h2><p>Google\u2019s latest announcement doesn\u2019t mean much in the long term. You can continue using your existing strategies for tracking and targeting users\u2014but <strong>the broader trend towards privacy-first digital marketing isn\u2019t going away.<\/strong><\/p><p>Browsers like Firefox and Safari have already disabled third-party cookies, and consumer choices on Chrome will gradually reduce cookie reliance. If Chrome\u2019s opt-in experience is anything like Apple\u2019s App Tracking Transparency (ATT) functionality, you can expect only a small fraction of users to opt in (as of mid-2024, the ATT opt-in rate had sunk to only about <a href=\"https:\/\/www.singular.net\/blog\/att-opt-in-rates-2024\/\">14% of users<\/a>).<\/p><p>Third-party cookies currently fuel the majority of programmatic and digital advertising\u2014and the decreasing reliability of these cookies will impact most of the tactics you rely on for effective campaigns.<\/p><p>As users opt out of Chrome\u2019s tracking, advertisers will struggle with:<\/p><ul><li><strong>Reach:<\/strong> About 80% of advertisers depend on third-party cookies. As more users opt out, those advertisers will need to search for other ways to reach their customers and prospects online.<\/li><li><strong>Behavioral advertising:<\/strong> With less user data from third-party cookies, marketers will no longer be able to create the detailed profiles and audience segments they use for targeted campaigns.<\/li><li><strong>Retargeting: <\/strong>Third-party cookies allow ads to follow users from site to site and retarget users based on the actions they take. Fewer cookies will reduce the effectiveness of retargeting campaigns and limit the ability to redirect traffic to a preferred site.<\/li><li><strong>Frequency capping:<\/strong> Advertisers use third-party cookies to limit the number of times an ad is shown to a particular user. Without less reliable frequency capping, advertisers will waste more spend\u2014and ROAS will decline.<\/li><li><strong>Attribution and measurement:<\/strong> Losing a lot of third-party cookies means losing view-through attribution. This type of attribution allows you to track ad exposure across channels and evaluate the performance of your digital marketing mix. This will make it more challenging for marketing teams to unify fragmented customer journeys across channels.<\/li><\/ul><p>Even with third-party cookies still in play, it will be increasingly valuable to collect data directly from customers, with consent. As cookies become less and less reliable, maintaining addressability will be essential. \u00a0\u00a0\u00a0\u00a0\u00a0<\/p><h2 id=\"the-future-proof-approach-to-personalizing-ads\">The future-proof approach to personalizing ads<\/h2><p>Embracing a cookieless advertising approach will help you to maintain a high level of addressability\u2014while also guarding against future cookie changes. After all, Google could change its mind again any time!<\/p><p>The industry is developing and evaluating several new ways to provide cross-site data collection and persistent identifiers. This will be a time of adjustment for marketers as we all learn to work within this dynamic environment.<\/p><p>But there are a few key places to start adjusting.<\/p><h3 id=\"1-strengthen-your-first-party-data\">1. Strengthen your first-party data<\/h3><p>You\u2019ll hear this one everywhere\u2014first-party data will continue to become more and more valuable. It will be critical to collect as much information about your own prospects and customers as possible, including:<\/p><ul><li>Postal addresses<\/li><li>Email addresses<\/li><li>Phone numbers<\/li><li>Mobile ad IDs (MAIDs)<\/li><li>Onsite user behavior<\/li><li>In-app user behavior<\/li><\/ul><p>It\u2019s important, however, to make sure you\u2019re collecting user consent (hello, cookie notice!) before implementing any first-party data strategy.<\/p><h3 id=\"2-resolve-first-party-data-with-an-identity-graph\">2. Resolve first-party data with an identity graph<\/h3><p>Data on its own won\u2019t do much to restore your ability to target ads, reach consumers, or measure your marketing. This is where a strong, interoperable identity graph comes in. An identity graph allows you to onboard your first-party data, resolve it to a real person, and reach those people in other places.<\/p><p>Perhaps the most beneficial aspect of a strong identity graph is<strong> identifying and reaching anonymous browsers (or unauthenticated web traffic)<\/strong>. Sans reliable cookies, and without an ID graph, you\u2019re marketing to these browsers with less data and less precision. The result is poorer marketing performance and less-detailed insights about your own active customers and prospects.<\/p><p>Capitalizing on authenticated site traffic is still the gold standard for targeting accuracy. However, as you might expect, this is typically a tiny portion of your overall traffic.<\/p><p>The best identity graphs allow you to identify and advertise to both authenticated and unauthenticated traffic\u2014which solves the problem of cross-site tracking.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbdd56a elementor-widget elementor-widget-image\" data-id=\"fbdd56a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"705\" height=\"379\" src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-11-at-5.20.29-PM.png\" class=\"attachment-1536x1536 size-1536x1536 wp-image-91680\" alt=\"Graph of how cookieless advertising works with an identity graph\" srcset=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-11-at-5.20.29-PM.png 705w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-11-at-5.20.29-PM-300x161.png 300w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-11-at-5.20.29-PM-150x81.png 150w\" sizes=\"(max-width: 705px) 100vw, 705px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9084657 elementor-widget elementor-widget-text-editor\" data-id=\"9084657\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u201cThis has historically been a cookie process\u2014we cookie the browser and then we take that cookie ID, and we can go find you later because we can translate that to PII,\u201d explains Jordan Seaton, Product Manager at Zeta. \u201cIn the cookieless version, we take a cookieless ID and do the same thing. So, the value of the graph is high because we\u2019re able to just substitute cookieless identifiers for cookies.\u201d<\/p><h3 id=\"3-consider-the-server-side-cookie\">3. Consider the server-side cookie<\/h3><p>To <strong>solve the challenge of identifier persistency<\/strong>, martech and adtech platforms need to collect the most persistent browser-level identifiers possible. A native first-party cookie typically lasts for seven days. This is good enough for some attribution and may be sufficient for some use cases.<\/p><p>But the gold standard is the server-side cookie, which generally lasts a full year (365 days), even on iOS 17 (the strictest browser environment). Adopting server-side cookies, which are set and managed by the web server instead of the we domain, will greatly improve the quality of your customer profiles and give you the richest possible resolution on your users\u2014across platforms.<\/p><h2 id=\"cookieless-future-solutions-from-zeta\">Cookieless future solutions from Zeta<\/h2><p>Thankfully, some companies have been building cookieless marketing technology since the early days of deprecation\u2014and Zeta is one of those companies. As third-party cookies become less reliable, Zeta is positioned to help you achieve your campaign goals.<\/p><h3 id=\"built-to-be-identifier-agnostic\">Built to be identifier-agnostic<\/h3><p>For the past 12 years, we have invested in building a <a href=\"https:\/\/zetaglobal.com\/solutions\/data-identity\/\" target=\"_blank\" rel=\"noopener\">leading identity resolution solution<\/a> that was purpose-built to handle any identity space\u2014with or without third-party cookies.<\/p><p>Our identity graph consists of 235M+ US-based profiles, consolidated from more than 1.9B email addresses. This makes our ID graph one of the largest non-third-party cookie-based, deterministic data sets in the industry. This deterministic foundation allows you to reach audiences at scale and personalize 1:1 messaging at the record level.<\/p><p>Zeta\u2019s identity graph is also compatible with leading cookie alternatives, allowing for a seamless transition between identity types.<\/p><h3 id=\"powered-by-first-party-cookies\">Powered by first-party cookies<\/h3><p>To enhance addressability, Zeta is transitioning to the new Zeta Global Tag, built on a first-party foundation (including both server-side cookies and native first-party cookies). By shifting our tagging strategy to first-party cookies, we can increase signal quality and enable consistent user tracking.<\/p><h3 id=\"identify-anonymous-visitors\">Identify anonymous visitors<\/h3><p>We\u2019re integrating with the best cookieless networks to accurately identify unauthenticated users and maximize campaign performance. These new partners will be rolling out throughout 2024 and will undergo continuous testing and optimization.<\/p><h3 id=\"capitalize-on-authenticated-traffic\">Capitalize on authenticated traffic<\/h3><p>Regardless of cookie availability, investing in your authenticated traffic pipeline still represents the best use of resources. By passing this data through our java script tags or files, we can leverage our extensive dataset to transition these users into multiple identity types, giving you the best chance to reach your highest value prospects.<\/p><h3 id=\"target-optimize-and-measure-with-intelligence\">Target, optimize and measure with intelligence<\/h3><p>Zeta\u2019s AI combines and interprets a wide range of proprietary signals on each person in our ID graph in near real-time. This allows you to build behavioral profiles to accurately predict actions, intent and brand propensity\u2014without third-party cookies. <a href=\"https:\/\/zetaglobal.com\/zeta-intelligence\/\" target=\"_blank\" rel=\"noopener\">Zeta\u2019s AI<\/a> automatically optimizes campaigns for performance against KPIs, including frequency capping, look-alike modeling and retargeting.<\/p><h2 id=\"build-your-cookieless-advertising-capabilities-today\">Build your cookieless advertising capabilities today<\/h2><p>Thankfully, the pressure\u2019s off when it comes to cookie deprecation. But that doesn\u2019t change the fact that marketers and advertisers should still be working toward a cookieless future.<\/p><p>Google\u2019s recent announcement shows that nothing is certain, and staying ahead requires more than just reacting to changes\u2014it means anticipating them and being prepared with the right tools and strategies.<\/p><p>At Zeta, we\u2019re committed to doing the work to create the most performant, full-featured solution in the market\u2014regardless of identifiers. Our clients across industries are already delivering meaningful outcomes that don\u2019t depend on third-party cookies (or Google\u2019s fickle decisions).<\/p><p>Will you be next?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<\/div>\t\t\t<div class=\"zeta-section-sidebar\">\n\t\t\t\t<div class=\"zeta-section-sidebar-sticky\">\n\t\t\t\t\t<div class=\"zeta-section-sidebar-toc\">\n\t\t\t\t\t\t<div class=\"zeta-section-sidebar-toc-title\">\n\t\t\t\t\t\t\tTable of Contents\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"zeta-section-sidebar-toc-label\"><\/div>\n\t\t\t\t\t\t<ul class=\"post-aside__nav\" id=\"post-aside__nav\"><li><a class=\"live-toc-link\" href=\"#what-types-of-cookies-are-we-talking-about\"><span>What types of cookies are we talking about?<\/span><\/a><\/li><li><a class=\"live-toc-link\" href=\"#what-keeping-third-party-cookies-means-for-marketers\"><span>What keeping third-party cookies means for marketers<\/span><\/a><\/li><li><a class=\"live-toc-link\" href=\"#the-future-proof-approach-to-personalizing-ads\"><span>The future-proof approach to personalizing ads<\/span><\/a><\/li><li><a class=\"live-toc-link\" href=\"#cookieless-future-solutions-from-zeta\"><span>Cookieless future solutions from Zeta<\/span><\/a><\/li><li><a class=\"live-toc-link\" href=\"#build-your-cookieless-advertising-capabilities-today\"><span>Build your cookieless advertising capabilities today<\/span><\/a><\/li><\/ul>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t<div class=\"zeta-section-sidebar-share\">\n\t\t\t\t\t\t<div class=\"zeta-section-sidebar-share-title\">Share Article<\/div>\n\t\t\t\t\t\t<div class=\"zeta-section-sidebar-share-list\">\n\t\t\t\t\t\t\t<a target=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer.php?text=Seth%20Rogen&u=https:\/\/zetaglobal.com\/people\/seth-rogen\/\" class=\"zeta-section-sidebar-share-item\">\n\t\t\t\t\t\t\t\t<svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" 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elementor-widget-large-article-call-out\" data-id=\"6bf3f49\" data-element_type=\"widget\" data-widget_type=\"large-article-call-out.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"large-article-callout bg-gray\">\n\t<div class=\"large-article-callout__container container\">\n\t\t\t\t\t<h2 >Explore Our Insights<\/h2>\n\t\t\t\t<div class=\"large-article-callout__items grid\">\n\t\t\t\t\t\t\t<div class=\"large-article-callout__item card-grayscale\">\n\t\t\t\t\t<a href=\"https:\/\/zetaglobal.com\/resource-center\/cookies-here-to-stay\/\" target=\"_self\">\n\t\t\t\t\t\t<div class=\"large-article-callout__image-wrap\">\n\t\t\t\t\t\t\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t<img\n\t\t\t\t\t\t\t\tsrc=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/07\/Zeta_Blog-Meta-Images_2024_Q3_Blog_Image_03-1024x577.jpg\" alt=\"person using a computer - cookies are here to stay\"\n\t\t\t\t\t\t\t\t>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__divider\"><\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__content\">\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-eyebrow\">Articles<\/p>\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-headline\">\n\t\t\t\t\t\t\t\tCookies are Here to Stay: What It Means for Marketers and Why Zeta Remains a Step Ahead\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"large-article-callout__item card-grayscale\">\n\t\t\t\t\t<a href=\"https:\/\/zetaglobal.com\/resource-center\/case-studies\/how-renault-poland-created-an-action-plan-for-the-looming-era-of-post-cookie-advertising\/\" target=\"_self\">\n\t\t\t\t\t\t<div class=\"large-article-callout__image-wrap\">\n\t\t\t\t\t\t\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t<img\n\t\t\t\t\t\t\t\tsrc=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/03\/0-1-1024x853.jpg\" alt=\"\"\n\t\t\t\t\t\t\t\t>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__divider\"><\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__content\">\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-eyebrow\">Case Studies<\/p>\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-headline\">\n\t\t\t\t\t\t\t\tHow Renault Poland Created an Action Plan for the Looming Era of Post-Cookie Advertising\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a679eaf elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"a679eaf\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5833629\" data-id=\"5833629\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-83637ef elementor-widget elementor-widget-page-end-cta\" data-id=\"83637ef\" data-element_type=\"widget\" data-widget_type=\"page-end-cta.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"page-end-cta page-end-cta--gradient \">\n\t<div class=\"page-end-cta__container container\">\n\t\t<div class=\"page-end-cta__wrapper grid\">\n\t\t\t<div class=\"page-end-cta__content\">\n\t\t\t\t<div class=\"page-end-cta__headline\"><p>Want to see Zeta in action?<\/p><\/div>\n\t\t\t\t<div class=\"page-end-cta__description\">The Zeta Marketing Platform empowers businesses to offer highly tailored experiences driven by AI.<\/div>\n\t\t\t\t<div class=\"page-end-cta__buttons\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\tclass=\"page-end-cta__button button button--default button--white\"   href=\"https:\/\/zetaglobal.com\/platform\/\" target=\"_self\">Zeta Marketing Platform<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"button button--default button--red button--slide-out-form\"  >Request A Demo<\/button>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Cookie deprecation is (apparently) not happening\u2014but cookieless advertising is still the future for marketers. Dive in to learn more.<\/p>\n","protected":false},"author":113,"featured_media":91672,"menu_order":0,"template":"","tags":[1158,1159,1160,1161],"insight-category":[26],"class_list":["post-91671","insight","type-insight","status-publish","has-post-thumbnail","hentry","tag-cookieless-advertising","tag-cookie-depreciation-timeline","tag-cookieless-future-solutions","tag-cookieless-ads","insight-category-articles","topic-programmatic-dsp","topic-omnichannel-marketing"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"","_yoast_wpseo_primary_category":null,"_wpml_media_has_media":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Adjusting to Cookieless Advertising<\/title>\n<meta name=\"description\" content=\"Cookie deprecation is (apparently) not happening\u2014but cookieless advertising is still the future. 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