Work

Adapting digital marketing strategies for a cookieless future: Challenges and opportunities

Year: 2025

Type: article

Abstract: This paper addresses the effects of the EU’s data protection laws on digital marketing, emphasizing the phase-out of cookie-tracked programmatic advertising due to privacy concerns. The loss of third-party cookies affects advertisers, publishers, and users, prompting the exploration of alternatives such as first-party data, identity graphs, and new tools like Marketing Mix Models. These shifts, along with other novel strategies like contextual advertising and user cohort solutions, present diverse challenges, signifying a complex future for advertisers in the post-cookie landscape.

Source: First Monday

DOI: 10.5210/fm.v30i6.13336

Authors: Paloma Fuentes Santos, Alex Vallejo-Blanxart, Javier Bustos Díaz

Institutions: ESIC Business & Marketing School, Universidad de Málaga

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4411087697

FWCI: 1.454

Cites: 14

Cited by: 2

Related to: 10