VIDEO: That’s the way the web cookie crumbles

Web cookies have been a mainstay of the internet and user data collection, in one form or other, for decades.

Third-party cookies, in particular, are an important part of the travel marketer's strategy to understand more about those who might be interested in services.

In short: a cookie appears when web pages feature content from external websites, such as banner advertisements.

They give a brand the potential for tracking a user's browsing history and are often used by advertisers in an effort to serve relevant advertisements to each user.

But hold the excitement for a moment: Chrome (Google's web browser) is planning to stop third-party cookies by 2022 (extended from its original date), throwing open the floodgates of despair from those that have reaped the benefits of such a handy system.

It's a complex problem that every marketer in travel will face over the coming 18 months or so, unless they start preparing now for a new range of approaches to understanding and being able to personalize their message to customers.

As Gloria Ward, vice president of identity strategy at Acxiom, explains in an interview for PhocusWire Pulse: Travel Marketing Tactics this week, where there is concern about the demise over one discipline, opportunity to do things in a better way are emerging.

The full interview with PhocusWire's Kevin May is included below...