O fim dos third-party cookies e as alternativas emergentes

: uma análise qualitativa em função do targeting

Abstract

This dissertation aims to identify the main need to be addressed after the end of Third-Party Cookies and consequently present the best alternatives. Cookies are small files stored in browsers, with the objective of tracking the navigator, to collect information of activity and identity. The websites and/or platforms may install cookies of their own authorship (receiving all the data they capture) or cookies provided by third parties (receiving only certain information that the third-party entity provides). These are, depending on their origin, First-Party Cookies and Third-Party Cookies, respectively. In accordance with new privacy policies, Google has decided to abolish Third-Party Cookies from its browser, Google Chrome, which accounts for 60% of use in this market. This measure will then make Third-Party Cookies practically obsolete and consequently will dictate their end. This end asserts itself as a huge hindrance to the operation of an industry valued, in 2019, at $319 billion: The Online Advertising industry Therefore, during the course of this dissertation, Digital Targeting was identified as the main need to be suppressed, by means of the methodology used. In short, 3 interviews were conducted with representatives from different companies, whose opinions were taken into account and analyzed via a qualitative analysis methodology, the Grounded Theory. In order to then address the advantages that Third-Party Cookies allowed when it came to Digital Targeting, the most suitable and current alternatives were identified for the scope of each interviewee, namely Contextual Targeting, Identity Solutions and Data Pools.

Date of Award	13 Oct 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mário Filipe Amorim Faria de Oliveira Lopes (Supervisor)