The Slow Death of the Internet Cookie (axios.com)

Sara Fischer, writing for Axios: Over 60% of marketers believe they will no longer need to rely on tracking cookies, a 20-year-old desktop-based technology, for the majority of their digital marketing within the next two years, according to data from Viant Technology, an advertising cloud. Why it matters: Advertising and web-based services that were cookie-dependent are slowly being phased out of our mobile-first world, where more personalized data targeting is done without using cookies. Marketers are moving away from using cookies to track user data on the web to target ads now that people are moving away from desktop. 90% of marketers say they see improved performance from people-based marketing, compared with cookie-based campaigns.

Comments

People-based marketing is a euphemism

[Anonymous Coward]

It means they've found easier ways to fingerprint you. [PDF] Marketers don't want generic "cookies" they want specific, verified identification.

They're going to have a better spy network than is legal for most governments to have.

Re:Not a lot of article content here...

[Cajun Hell]

The big WTF-are-they-talking-about clue was revealed in this line of nonsense: "Cookies don't really work on mobile." (Wut?) The paragraph basically goes on to explain they're expecting many users to stop using web browsers altogether, and just run native apps that request ads by user id. Basically, the problems that cookies were invented to solve, are already solved by the apps having their owmn version of local storage (and without all those pesky controls and options that web browsers give to users).