Digital marketers’ perspectives of the future of cookieless online advertising
| dc.contributor.author | Hlonyana, Vivian Masadi | |
| dc.contributor.supervisor | Pamacheche, Rukudzo | |
| dc.date.accessioned | 2024-08-06T09:11:36Z | |
| dc.date.available | 2024-08-06T09:11:36Z | |
| dc.date.issued | 2023 | |
| dc.description | A research article submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfillment of the requirements for the degree of Master of Business Administration Johannesburg, 2023 | |
| dc.description.abstract | Over the years, digital advertisers have utilized the third-party cookie phenomenon to gain insights into online user behavior with the aim of generating targeted advertising. However, with the growing emphasis on user privacy, new privacy regulations have emerged, leading to the banning or impending ban of third-party cookies by major web browsers such a Google Chrome. This transformation is anticipated to have a significant impact on digital advertising operations, as the marketing strategies of these advertisers are dependent on the utilization of such cookies. The aim of this study is to examine the impact of the elimination of third-party cookies on digital marketers, both in terms of their current situation and anticipated future developments. To achieve this goal, a qualitative investigation was conducted, involving interviews with digital marketing experts, which were analyzed in conjunction with the relevant literature on third-party cookies, personalized advertising, and organizational change strategy theories. The findings indicate that most digital marketers are being affected by the removal of third-party cookies and are not fully prepared for the changes. However, the majority are engaged in researching, industry discussions, and attempting to adapt to the new environment. A variety of strategies and alternatives to third- party cookies are being introduced and considered, such as server-side tracking, leveraging first- party data, contextual advertising, email marketing, SEO, and content marketing. In conclusion, the study suggests that the end of third-party cookies does not imply the termination of personalized marketing | |
| dc.description.submitter | MM2024 | |
| dc.faculty | Faculty of Commerce, Law and Management | |
| dc.identifier.citation | Hlonyana, Vivian Masadi. (2023). Digital marketers’ perspectives of the future of cookieless online advertising [Master’s dissertation, University of the Witwatersrand, Johannesburg].https://hdl.handle.net/10539/39992 | |
| dc.identifier.uri | https://hdl.handle.net/10539/39992 | |
| dc.language.iso | en | |
| dc.publisher | University of the Witwatersrand, Johannesburg | |
| dc.rights | © 2023 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg. | |
| dc.rights.holder | University of the Witwatersrand, Johannesburg | |
| dc.school | WITS Business School | |
| dc.subject | Third-party cookies | |
| dc.subject | Targeting | |
| dc.subject | Personalized advertising | |
| dc.subject | First-party data | |
| dc.subject | UCTD | |
| dc.subject.other | SDG-9: Industry, innovation and infrastructure | |
| dc.title | Digital marketers’ perspectives of the future of cookieless online advertising | |
| dc.type | Dissertation |