The way ads are being displayed is going to change. Most of the sites did you use their strategy to target us users with Ads with the support of cookies. To be precise: 1st and 3rd party cookies.1st party cookies are used within the same website/domain. 3rd party cookies enable tracking and identifying users moving between websites. In light of their cross-domain ability, ad networks took advantage of this capability to offer more targeted and personalised ads to users browsing different sites. This also enabled the ad networks to build large databases of cookie data aggregated from publishers. Now, in 2023, things will change for the sake of the user’s privacy. Google is joining Apple Safari and Mozilla Firefox, which have already limited the use of 3rd party cookies in the past couple of years. These changes limit the ability of networks and companies to aggregate and trade in users’ personal information. Since online advertising has been the primary business model of the web, many agencies and networks now fear that their core assets of users’ data will soon vanish. With the lesser ability to rely on 3rd parties as data sources, brand and enterprise marketers will have to become more self-reliant and proactive in their approach to user data. The challenge in the coming years that marketers will need to overcome is how to offer their users better, more personalised experiences in an environment that puts severe limitations on collecting personal information. Marketing teams must build and master their data platforms to generate compelling marketing attribution, content analytics, personalisation and intelligent, contextual marketing. Expect significant changes in internet advertising, tracking, and cookie use between company and government action.