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Recently, there's been a buzz in the marketing industry about Google's announcement that it will be looking to retire the use of third-party cookies over the next two years for its Chrome browser. To offer more accurate data, user privacy, and security for online shoppers, Google is making some major changes in how shopper information can be used to target consumers with relevant ads, by tracking user activity.

What exactly is a third-party cookie?

To understand what third-party cookies are, it is helpful to first understand what cookies are. Cookies are small bits of data that are added to your browser every time you visit a website. These cookies change the way your browser interacts with certain web pages. The overall idea is to offer a more seamless experience for shoppers...