Thanks to third-party cookies, advertisers have dined out on an endless buffet of rich audience data for years. Consumers could be targeted with virtually unrestricted pinpoint accuracy, providing marketers with a powerful way to grow their business.
However, as of late 2023, third-party cookies will no longer be supported by Google Chrome, which has left advertisers scrambling to find new ways to target their audiences.
Necessity is the mother of invention of course, so advertisers need not panic with the advent of the data clean room — a new way to target consumers that does not rely on cookies or breach user privacy concerns.
Let's take a look at what the whole "cookieless" thing is about, why it matters, and how the data clean room is the answer digital marketers are looking for.