Monday, October 7, 2024 The travel industry, like many other sectors, is facing a pivotal moment with the impending phase-out of third-party cookies. These cookies, long relied upon for collecting user data and tracking consumer behavior, have been central to marketing and customer engagement strategies. However, with increasing concerns over privacy and data security, industry giants like Google have pledged to eliminate support for third-party cookies by 2024.
This shift presents both challenges and opportunities, particularly for travel companies that need to adapt to a new era of first-party data to ensure genuine traveler engagement and build lasting customer loyalty. The Keynote Panel Discussion at the 2024 Digital Travel Summit delved into this significant change, featuring insights from key industry players: Chris Oliveira, Product Marketing Manager at SheerID; Gene Sutch, Director of Revenue Strategy and Analysis at Metropolitan Washington Airports; and Alex Kreisman, Strategic Sales Director of Airlines at LiveRamp. These experts discussed how travel companies are navigating the demise of third-party cookies, unveiled forward-looking solutions for customer engagement, and explored ethical considerations in data management.
For years, third-party cookies have allowed travel brands to collect detailed user information, enabling precise targeting, retargeting, and behavioral insights. However, with increasing awareness of data privacy issues and the rise of regulations.