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Sweden: IAB Sweden publishes tips on how to deal with the phase-out of third-party cookies

On May 20, 2024, IAB Sweden published tips targeted to those who work in digital marketing on how to deal with the phase-out of third-party cookies. The tips include:

  • creating strategies specific to each browser to tailor effective campaigns;

  • choosing the right buying platforms;

  • using technology in the right way, including using customer data platforms to analytical tools designed to provide insights based on user behavior and preferences, without relying on cookies;   

  • focusing on first-party data;

  • developing contextual marketing strategies; and

  • choosing a knowledgeable partner to navigate the digital landscape.

In addition to the above six tips, IAB Sweden also emphasizes the following:

  • to prioritize privacy and user consent;

  • to improve data analysis to make maximum use of collected data;

  • boosting engagement; and

  • staying up to date with digital marketing and technology.

You can read the tips here, only available in Swedish.