Ett sätt att samla information på är genom third – party cookies. Denna studie vill diskutera hur personlig information samlas in genom third – party cookies och dess påverkan på användares personliga integritet. Denna studie vill svara på hur personlig information som samlas in genom third – party cookies kan diskuteras ur ett användarperspektiv. Studien vill även framföra svar på hur medvetna studenter på Malmö universitet är angående third – party cookies och vad deras åsikt är om third – party cookies. Metoden som har valts är en litteraturstudie som kommer att fungera som en grund för en enkätundersökning.Denna studies slutsats är att third – party cookies kan bryta mot den personliga integriteten hos en användare på nätet. Third – party cookies är reglerad av lagar men det finns fortfarande sätt som företag kan profilera och spåra användare, därför bryter den mot den personliga integriteten. Även efter introduktionen av GDPR finns det fortfarande hemsidor som inte fullt ut följer lagarna. Denna studie har även som slutsats att studenter på Malmö unviersitet inte är särskilt medvetna om third – party cookies. Dem känner även att personlig integritet väldigt viktigt. Därför håller dem inte med den datainsamling som sker genom third – party cookies. / One way to gather information is the use of third-party cookies. This study wants to discuss personal data collected through third-party cookies and its impact on the users personal integrity. This study wants to answer how personal data collected through third-party cookies can be discussed from a user perspective. The study also wants to provide answers to how aware students at Malmo University are about third-party cookies and what their opinion is on third - party cookies. The method of choice is a literature study that will work as a foundation for a survey. This study has concluded that third-party cookies can breach personal integrity when the user is on the internet. Third-party cookies are regulated by laws but there still are several ways that companies can profile and track the users, thereby breaching personal integrity. Even after the introduction of GDPR there are still some websites that does not fully comply with the rules. The study also concluded that the participants, students at Malmo University, are not widely aware of what third-party cookies are. They also think that personal integrity is of utter importance. Thereby they do not agree with personal data being collected through third-party cookies.

Purpose: The purpose of this study is to investigate and understand the consumer perspective and intentions toward the prospect of a future without third-party cookies.Design/Methodology/Approach: This thesis utilized a combination of exploratory and confirmatory research design. A mixed-method approach was used for the data collection. The qualitative stage included focus groups. This was followed by a quantitative stage, conducted by means of an online survey.Findings: The finding from the focus groups indicated that Internet users have a negative opinion of the prospect of a world without third-party cookies, with positive expectations like improved user experience. Furthermore, results from both the survey and focus groups reveal a glaring lack of information when it comes to the subject of the gradual elimination of third-party cookies. The survey findings show the existence of a connection between user intention and distrust as well as user intention and privacy concerns.Theoretical Implications: Novel contributions have been made in several fields of business administration, specifically, the domains of digital marketing, consumer behavior, and consumer psychology. Contributions have also been provided by blending the theories from the above domains. Furthermore, this study established the addition of the Technology Acceptance Model, and Communication Privacy Management Theory to research the cookieless future, offering new useful insights on the underresearched topic of the cookieless future.Practical/Societal Implications: In the absence of cookies, organizations must improve their communication with online users. Furthermore, organizations and institutions are both responsible for educating everyday online users on topics such as online policies, data collection procedures, and data protection regulations. Moreover, organizations will have to focus on improving the online user experience in the absence of third-party cookies.Limitations/Future Research: Having a larger sample size would have allowed for better generalizability. Furthermore, participants were mostly Millennials (i.e., born between 1981 and 1996) and Gen Z (i.e., born between 1997 and 2012) in the case of both the qualitative and quantitative parts of the study. An even wider distribution in age within the sample could have resulted in a different statistical analysis. Additionally, the survey and the focus groups were conducted exclusively in English, limiting the study to English speakers. Future research could investigate the users’ perceptions and behavior after Google has fully removed third-party cookies. Future research can also take an in-depth look into how the removal of cookies will affect personalized advertisements. Moreover, further studies could also investigate bigger populations. Different populations could be investigated as well: different generations, or different countries. Lastly, a longitudinal study of this thesis after the completed removal of third-party cookies could be a fruitful research direction.Originality: This is the first study that examines consumer perceptions and intentions in the context of the cookieless future, to the authors' knowledge. It is also the first to academically examine the cookieless future using a mixed-method approach, to the authors' knowledge.

Purpose – This study aims to identify and analyze innovative strategies that firms can use to develop customer engagement online without relying on third-party cookies, whilst also considering the firms' level of digital maturity. Method – To explore the innovative strategies for developing customer engagement online without third-party cookies, a sequential mixed-method design was employed, utilizing semi- structured interviews and survey data. A total of 12 respondents participated in the study, providing both interview and survey data for analysis. Findings – The findings of this study consist of four main themes in terms of strategies that don’t rely on third-party cookies to develop customer engagement online. These strategies are presented as data-driven strategy, value-based strategy, rethink allocation strategy, and direct customer engagement. Moreover, the findings reveal a greater interest and a positive attitude toward the data-driven strategy in particular, which in turn relies on the subthemes of CRM- system, and SEO. Theoretical and practical implications – This study holds theoretical implications in terms of firstly, confirming the previous research about engaging customers through customer communities. Secondly, this study contrasts the research about the dimensions required to develop customer engagement stated by de Oliviera Santini (2020) and Pansari and Kumar (2016). From a practical perspective, this study provides implications valuable for people in marketing leading positions deciding upon the strategic direction for digital marketing. Moreover, this study contributes with four strategies for businesses to adapt based on their database and organizational optimization.

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Denna kvalitativa studie undersöker den påverkan restriktioner av tredjepartscookies har på företagens marknadsföringsstrategier och förmåga att nå ut till sina kundsegment. Genom semistrukturerade intervjuer med respondenter med olika befattningar inom marknadsföring i olika branscher, bidrar studien till en ökad inblick i respondenternas egna uppfattning över hur dessa restriktioner påverkar affärsverksamheten.   Idag läggs det en stor vikt på användningen av data för att på ett mer effektivt sätt kunna nå ut till sina kundsegment, där dessa insikter är avgörande för att utveckla marknadsföringsstrategier och även uppnå konkurrensfördelar. Studien antyder att avvecklingen av tredjepartscookies har en påverkan på företagens marknadsföringsstrategier och deras förmåga att nå ut till respektive kundsegment. Detta då denna avveckling ger en minskad datainsikt där det blir allt svårare för företagen att förstå sina kundsegment och således rikta och forma sina marknadsföringskampanjer. Studien uppmärksammar även möjligheter som kommer till följd av restriktionerna såsom ökad integritet och kontinuerlig utveckling av nya strategier. Sammanfattningsvis belyser denna kvalitativa studie att restriktionerna av tredjepartscookies kommer att kräva nya arbetssätt för marknadsförare vilket kräver anpassningsförmåga och kreativitet. / This qualitative study examines the impact of third-party cookie restrictions on companies' marketing strategies and ability to reach their customer segments. Through semi-structured interviews with respondents in various marketing positions in different industries, the study provides insight into the respondents' own perceptions of how these restrictions affect their business operations.  Today, there is a strong emphasis on the use of data to more effectively reach out to customer segments, where these insights are crucial for developing marketing strategies and achieving competitive advantage. The study suggests that the elimination of third-party cookies has an impact on companies' marketing strategies and their ability to reach their customer segments. This is due to a reduction in data insight, making it increasingly difficult for companies to understand their customer segments and thus target and shape their marketing campaigns. The study also draws attention to opportunities arising from the restrictions such as increased privacy and continuous development of new strategies. In conclusion, this qualitative study highlights that the restrictions on third-party cookies will require new ways of working for marketers, which requires adaptability and creativity.