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Respect for user privacy has become a priority for brands. Along with the disappearance of third-party cookies by the end of 2023, advertisers face significant challenges in interacting with users. The key challenge will be to personalize interactions while respecting user privacy.

A study by Fanplayr addresses these challenges and delves into the implementation of Artificial Intelligence (AI) as a resource to solve them.

Firstly, the study examines the differences between different types of cookies and their impact on user privacy. It points out that there are cookies essential for the proper functioning of the internet, which unify information stored in a decentralized manner to enable seamless browsing.

In addition to these essential cookies, there are others that provide data on users' browsing habits and individual characteristics. Over the past decades, the digital advertising ecosystem has relied heavily on the use of third-party cookies. Brands and agencies deposit these cookies as users navigate the internet, enabling comprehensive tracking across websites and over time. However, their use has come at a high cost in terms of privacy for individuals.

For these reasons, the document subsequently analyzes why the use of AI improves brands' digital strategies in the current context. This is an environment of absolute respect for user privacy with a focus on the cookieless future. The study highlights the following key characteristics:

1. AI is one of the primary ways for companies to interact with each user in a personalized manner without relying on third-party cookies and while respecting user privacy. This allows for advantages such as offering individualized discounts, offers, and suggestions.
2. AI, based on users' behavioral data online rather than indiscriminate collection of individual data, provides a better understanding of consumers. By leveraging this behavior data, brands can increase conversion rates and the average value of orders.
3. The numerous AI solutions available enable brands to respond intelligently and in real time to each person's behavior on each site, without relying on personally identifiable information or third-party data from other internet sources. Fanplayr Behavioral technology goes even further by analyzing and tracking users anonymously only when they are on clients' sites. It studies their behavior during site visits, processes the generated signals, and uses them to identify and segment the user. This allows for personalized messaging through email, SMS, or computer notifications.
4. AI can store a unique and distinct ID for each service-user combination for a much longer time than cookies. Therefore, it considers the current digital marketing infrastructure and privacy protection. For instance, PrivacyID is a key element that addresses the needs of brands in a cookieless environment and enables user tracking across different websites without tracking or storing any sensitive user information that could be used for personal identification.

In conclusion, the study emphasizes that leveraging behavioral data generated in the last digital mile on company websites provides a more balanced approach to digital marketing. It advocates for brands to implement AI in their digital strategies to optimize them and tackle these challenges.