Privacidade digital e o novo cenário da publicidade: como as marcas se adaptam ao fim dos third-party cookies?

Ana Rita Oliveira e Silva

doi:10.34630/tth.v1i5.6221

Authors

Ana Rita Oliveira e Silva ISCAP Politécnico do Porto https://orcid.org/0009-0009-0704-6611

DOI:

https://doi.org/10.34630/tth.v1i5.6221

Keywords:

Digital privacy, Third-party cookies, Digital marketing, Audience targeting, First-party data, Personalized advertising

Abstract

The growing demand for digital privacy and the gradual disappearance of third-party cookies are driving a structural transformation in the digital advertising ecosystem. Based on a review of recent literature, this article identifies the main challenges faced by brands, namely the loss of tracking capabilities and the increased reliance on first-party data. Additionally, it explores alternatives to these mechanisms, such as contextual advertising (both traditional and semantic) and bilateral collaboration with publishers. Despite the obstacles, relevant opportunities are highlighted, namely the strengthening of consumer trust and greater autonomy in the management of first-party data. Finally, the article examines the underlying intention behind the currently proposed solutions, questioning whether they truly represent a break from traditional models of digital control or merely a technical reconfiguration of long-established practices.

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