Elimination of The Cookie

---

Challenge: Google, Apple, Facebook, and Amazon decided to stop sharing data, and newly passed privacy legislation will eliminate the “cookie”, effectively eliminating retargeting and certain data capture that drives marketing companies across the country. 

The third-party cookie has been a key component of the digital marketing ecosystem for years. brands have been using them to track visitors, improve the user experience, and collect data that helps them target ads to the right audiences. Cookies also give you insights so you can learn what visitors are checking out online when they aren't on your websites. But the way we all use cookies and Google ad-tracking tools will change dramatically with Google's efforts to phase out third-party cookies. Nordstrom and the company worked with leading data experts around the country to create alternate identifiers to track individuals as they browse across the web, combining deep data sets and building PII graphs based on people’s email addresses. 

This identifying data can be used to identify and reconcile disparate data and when used as part of an identity graph can be incredibly effective in recognizing web visitors based on pixel placement, which is instantaneous. We now hacanapture a complete data graph without needing to rely on Google and we can match that identity to information we can access from each of the other companies who still share specific information on their individual platforms.