As of January 4, 2024, Google initiated the long-awaited phase-out of third-party cookies, marking a significant shift in online privacy and web tracking practices.

The elimination of third-party cookies presents a formidable challenge for collecting user data across various websites, hindering the delivery of personalized content and ads, as well as the measurement of marketing performance. In response, the solution lies in server-side tracking – a privacy-compliant alternative that maintains control over your data.

Server-side tracking involves transmitting collected data to a server rather than storing it locally on the user's browser. As the transition to server-side tracking becomes legally inevitable, companies must prepare for this paradigm shift if they haven't already.

Merkle's Toolkit is your guide to a seamless transition, offering enhanced website performance, strengthened data privacy, and increased scalability.