Personalization is at something of a crossroads. The New Year saw a key step in the coming deprecation of third-party cookies, which have been one of marketers’ most powerful tools for tracking online activity for many years. A small group (1%) of Google Chrome users are now eligible for Tracking Protection, which restricts the use of these cookies by default. As part of its Privacy Sandbox initiative, Google plans to phase cookies out for all Chrome users during the second half of 2024.
