• Is your email address the new cookie?

    Retargeting is successful. No one is arguing that. The .70 percent click-through rates generated by retargeted ads outdo the meager industry average of .07 percent. But the cookies that make much of this retargeting possible have severe limitations. They are a product of the mid-’90s, when we only had one device (a desktop PC) and one browser, and they have an average life of about three days.

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