Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Removal of Third-Party Cookies: Exploring Swedish Retailers responses towards a cookieless future

Phan, Vu LU and Erceg, Valentino LU (2024) SYSK16 20241
Department of Informatics
Abstract
The deprecation of third-party cookies poses significant challenges for Swedish retailers, as explored in this study, focusing on their readiness and strategic responses. With upcoming browser limitations and strict privacy regulations like GDPR, retailers are compelled to navigate the transition towards a cookieless digital future. Using semi-structured interviews, this qualitative research gathers perspectives from various retail stakeholders, revealing their concerns and adaptive strategies. Findings indicate a noticeable reliance on third-party cookies for targeted marketing and highlight the strategic pivot towards first-party data, contextual advertising and server-side tracking. Although alternatives are being adopted, none fully... (More)
The deprecation of third-party cookies poses significant challenges for Swedish retailers, as explored in this study, focusing on their readiness and strategic responses. With upcoming browser limitations and strict privacy regulations like GDPR, retailers are compelled to navigate the transition towards a cookieless digital future. Using semi-structured interviews, this qualitative research gathers perspectives from various retail stakeholders, revealing their concerns and adaptive strategies. Findings indicate a noticeable reliance on third-party cookies for targeted marketing and highlight the strategic pivot towards first-party data, contextual advertising and server-side tracking. Although alternatives are being adopted, none fully replace the capabilities of third-party cookies. This thesis enhances understanding of the digital marketing landscape's evolution, suggesting a pressing need for further research into effective adaptation strategies that ensure competitive advantage and compliance with privacy standards. (Less)
Please use this url to cite or link to this publication:
author
Phan, Vu LU and Erceg, Valentino LU
supervisor
organization
course
SYSK16 20241
year
type
M2 - Bachelor Degree
subject
keywords
Third-party cookies, Deprecation, GDPR, Personalized Advertising, User Data, Technical considerations, Strategies
language
English
id
9155737
date added to LUP
2024-05-31 14:47:28
date last changed
2024-05-31 14:47:28
@misc{9155737,
  abstract     = {{The deprecation of third-party cookies poses significant challenges for Swedish retailers, as explored in this study, focusing on their readiness and strategic responses. With upcoming browser limitations and strict privacy regulations like GDPR, retailers are compelled to navigate the transition towards a cookieless digital future. Using semi-structured interviews, this qualitative research gathers perspectives from various retail stakeholders, revealing their concerns and adaptive strategies. Findings indicate a noticeable reliance on third-party cookies for targeted marketing and highlight the strategic pivot towards first-party data, contextual advertising and server-side tracking. Although alternatives are being adopted, none fully replace the capabilities of third-party cookies. This thesis enhances understanding of the digital marketing landscape's evolution, suggesting a pressing need for further research into effective adaptation strategies that ensure competitive advantage and compliance with privacy standards.}},
  author       = {{Phan, Vu and Erceg, Valentino}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Removal of Third-Party Cookies: Exploring Swedish Retailers responses towards a cookieless future}},
  year         = {{2024}},
}