The internet is evolving and propelling the digital world towards a vibrant future. It has evolved into one of the most important sources of knowledge, transforming the world into an interactive global village. However, since advertisers and marketers monitor user’s digital footprints to provide a personalized experience, privacy has become a major concern for internet users. Ever since the announcement by search engine giant Google to phase out third-party cookies, the brands and advertisers have started building their own data infrastructure to leverage first-party data, and VDO.AI- India’s one of the leading next-generation engagement solutions provider is building the future of targeted digital advertising with technology that will help the brands in attaining limitless opportunity in a cookieless environment.

It's not recent news that third-party cookies are being phased out to resolve privacy concerns. Cookie blocking was first implemented in 2017 and 2019 by popular browsers like Safari and Mozilla. As a result, brands were expecting Google to make a similar announcement. However, phasing out cookies has its impact on advertising but not as drastic as it is perceived currently. Advertising is the internet's economic base, so it's only natural to believe that if you're going to be exposed to ads, it'd be best to see appropriate/interesting ones. To understand the actual mechanism of cookies one needs to understand the difference between first-party and third-party cookies.