Illustration: Sarah Grillo / Axios

Over 60% of marketers believe they will no longer need to rely on tracking cookies, a 20-year-old desktop-based technology, for the majority of their digital marketing within the next two years, according to data from Viant Technology, an advertising cloud.

Why it matters: Advertising and web-based services that were cookie-dependent are slowly being phased out of our mobile-first world, where more personalized data targeting is done without using cookies.

Marketers are moving away from using cookies to track user data on the web to target ads now that people are moving away from desktop.

  • 90% of marketers say they see improved performance from people-based marketing, compared with cookie-based campaigns.

Additionally, new privacy initiatives, like Apple's Safari web browser Intelligent Tracking Prevention (ITP) and Europe's GDPR (General Data Protection Regulation), are banning cookie tracking of user data.

The big picture: Cookies are a good example of how traditional web infrastructure is becoming obsolete with the rise of mobile.

  • Cookies don't really work on mobile. They're unable to function within mobile apps, and the majority of time spent on mobile by consumer is within apps. The tags used to launch the cookies can also slow down websites.
  • Cookies are built to track single browsers, not individuals. Now that people are so connected to the internet everywhere in life (Fitbits, smart homes, etc.), browser targeting doesn't translate well to mapping individual data, which is where marketing is heading. (Over 40% of marketers say cookie-based targeting lacks a persistent user identity.)

Yes, but: In a bizarre twist, Criteo, the cookie-based ad tech company that was supposed to tank this year, showed strong Q4 earnings last week. The advertising retargeting company said last year it expected Apple's new Safari ad blocker to cut its revenue by roughly 22%.

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Zeta, now a Category 2 Hurricane, makes landfall on Louisiana coast

The probable path of Zeta, per the National Hurricane Center. Photo: NHC/NOAA

Zeta, classified as a "significant" Category 2 hurricane, made landfall along the southeastern coast of Louisiana on Wednesday evening, according to the National Hurricane Center.

The state of play: Louisiana Gov. John Bel Edwards (D) requested a pre-landfall Emergency Declaration in a letter to President Trump on Tuesday. The hurricane is producing 110-mph maximum sustained winds and stronger gusts. The core of Zeta — including its destructive eyewall — moved ashore near Cocodrie.

Supreme Court won't expedite Pennsylvania GOP's request to block mail-in ballot extension

Amy Coney Barrett being sworn in by Chief Justice John Roberts. Photo: Fred Schilling/Collection of the Supreme Court of the United States via Getty Images

The Supreme Court voted 5-3 on Wednesday to deny a bid from Pennsylvania Republicans to expedite their request to shorten the deadline for receiving mail-in ballots. Newly-confirmed Justice Amy Coney Barrett did not participate in the decision.

Why it matters: A lower court ruling allowing ballots to be counted until 5 p.m. on Nov. 6, as long as they are postmarked by Election Day, will remain in place for now.

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Europe faces "stronger and deadlier" coronavirus wave

Paris under curfew. Photo: Kiran Ridley/Getty Images

The coronavirus is still winning: Now even Germany is entering another national lockdown, joined by France.

Why it matters: France has been "overpowered by a second wave,” President Emmanuel Macron said in a nationally televised address today. Macron said the "new wave will be stronger and deadlier" than the first.