New trend: This is how tracking works without cookies!

New trend: This is how tracking works without cookies!

On January 30, 2025, FC Bayer 04 Leverkusen defeated the team of Borussia Mönchengladbach 4-1 in an impressive home game. The return of Florian Wirtz, who played a central role on the square with his dynamic style of play, was a key moment of the game. The young midfielder not only caused the templates to make decisive goals, but also showed how important his presence is for the team. According to Kicker Leverkusen converted the home advantage into dominance and thus secured important points in the Bundesliga.

with four goals, Leverkusen's offensive power was unmistakable. In the first half, a well -placed shot from Wirtz brought the hosts into the lead. The team played aggressively and showed a clear play structure that brought Gladbach's defensive strongly into trouble. The success was not only a sign of the individual class of the players, but also for the tactical discipline of the entire squad.

challenges in digital marketing

in parallel to the sporting success, the advertising industry concerns the challenge of cookie tracking tracking. Cookies from third-party providers are gradually abolished, which causes concern for advertisers because cookie tracking is a central source of income. The General Data Protection Regulation (GDPR) was introduced to improve the protection of personal data

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users must now be able to select cookies individually, which means that they can avoid not necessary cookies. According to DG data protection , the dispute over the use of cookies is still unresolved.

In response to the changing framework conditions, the “cookie tracking” is gaining in importance. This method uses internet -based servers to create user profiles without the need for cookies in the browser. Technical profiles and device fingerprints are used to analyze user behavior.

new trends in tracking

The need to work without cookies is not only based on legal aspects, but also offers a new direction for the analysis of user behavior. For example, cohorting stars divides users into groups, while ID-based targeting pursues the behavior in a member area to generate detailed profiles. ID graph tracking, in which information is linked to a random ID, also enables a differentiated address of target groups.

Although some of these methods are considered to be data protection -friendly, other personal data collect and therefore require approval. The market development suggests that tracking will play a larger role in the future without cookies. This could lead to an increase in advertising revenue, but it remains to be seen how the legal framework, such as the Eprivacy Ordinance, will have an impact.

users increasingly have to deal with cookie banners and choose the suitable settings to keep control of their data. The digital landscape is changing, and while sporting events such as the game of Leverkusen against Gladbach captivate fans, companies also have to find new ways to be successful in digital marketing.