After email marketing class discussion, I got interested in what is the current place of cookies for ads targeting. Cookie, in regards to advertising, is a small piece of code called a pixel that is placed on a website to store information on a user’s computer and later retrieve it. The old method of targeting which has successfully existed since 90th, cookies, started to be less efficient with people switching between devices and increasingly using mobile phones for their search and online shopping (users spend only 8% of their time on browsers and 92% of the time in apps).
In addition to that, cookies are now often blocked: Mozilla has blocked all third-party cookies from October 2018, Google is planning to eliminate them by 2022.
Due to this, other methods have gained popularity in recent years which target identity instead of the device and one of these methods is an email.
https://www.disruptiveadvertising.com/ppc/cookie-based-retargeting/
https://digiday.com/marketing/cookies-way-advertisers-turn-old-school-measurement-methods/
https://www.smartbrief.com/original/2019/10/firefox-nudges-advertisers-toward-cookie-alternative
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