Server-Side Tracking: What It Is and Why You Need It

We’re about to enter the cookieless era: in January 2024 the first 1% of users will face cookie deprecation, while the full phasing out is expected by the third quarter of the year. Cookies have been traditionally used for client-side tracking that provides precious insights into user behavior, thus effectively enabling targeting, personalization and campaign optimization. However, the impending obsolescence of third-party cookies throws a wrench in these gears. Enter server-side tracking, a revolutionary approach that sidesteps cookie challenges and unlocks a future-proof world of data collection.

What Does Cookie Deprecation Mean and When Does It Start? What