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- digital marketing, customer journey, customer experience, marketing, cookies, data (1) (remove)
After the introduction into the topic and its relevancy, customer experience management and its relation to third-party cookies for digital advertising are explained. Common methods to track customers along the customer journey are established; one of them being third-party cookies. The third chapter presents all categories of web cookies and describes their purposes. Thereafter, data privacy legislations, which regulate cookie usage and consumer rights are introduced. In the same chapter, a timeline of the third-party cookie phase-out is given and cookies’ efficacy for advertising is analysed. In spite of marketer’s reliance on third-party cookies, the deprecation of them might present marketers with new opportunities.