# Bridging Online Shopping with Brick-and-Mortar: The Importance of Improving Online-to-Offline Tracking in a Post-Cookie Retail Industry

By Daniel Litwin · Published 2024-02-22 · Updated 2026-05-19 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/bridging-online-shopping-with-brick-and-mortar-the-importance-of-improving-online-to-offline-tracking-in-a-post-cookie-retail-industry
Creator hub: Experts Talk

> Retailers must rebuild customer tracking across digital and physical channels as cookie-based targeting loses relevance in 2024

## Key points

- Third-party cookie deprecation forces retailers to rethink customer tracking and attribution strategies.
- Online-to-offline (O2O) tracking is essential for connecting digital ad exposure to in-store purchase behavior.
- First-party data collection, loyalty programs, and clean-room technologies are emerging as key alternatives to cookie-based targeting.

Block Field

In the dynamic landscape of retail, [Google's impending phase-out of third-party cookies](https://www.insiderintelligence.com/content/google-turns-off-cookies-30-million-chrome-users-that-s-just-1) in 2024 marks a pivotal moment, urging brands and retailers to rethink their marketing strategies with a focus on improving online-to-offline tracking. This significant shift, discussed in depth on the latest episode of [Experts Talk](https://marketscale.com/shows/experts-talk/) hosted by [**Daniel Litwin**](https://www.linkedin.com/in/dannyjlitwin/), Voice of B2B at MarketScale, brings to the forefront the urgent need for retailers to [enhance their online-to-offline data capture ecosystem](https://medium.com/@soon_59804/bridging-the-gap-tracking-online-marketing-to-offline-retail-success-a09e70d9f479). Featuring insights from industry leaders like **Dylan Barbour**, Co-Founder of **Vizer**; **Mark Stamps**, Vice President of Digital Commerce at **Harvest Group**; **Ethan Chernofsky**, SVP of Marketing at **Placer.ai**; and **Devora Rogers**, Chief Strategy Officer at **Alter Agents**, the conversation delves into innovative strategies for seamlessly connecting digital engagement with physical store transactions. The panelists discuss…

- Innovative Data Capture Solutions: The discussion highlights the importance of leveraging digital barcodes and coupons to directly link online marketing efforts with in-store purchases, offering a tangible measure of digital campaign effectiveness in online-to-offline tracking.
- Leveraging First-Party Data: With the decline of third-party cookies, the panelists emphasize the potential of data clean rooms for anonymizing and utilizing consumer data across platforms, enabling targeted marketing without compromising privacy.
- Optimizing Omnichannel Strategies: The discussion advocates for a balanced approach, utilizing both online and offline channels' unique advantages to enhance customer experience and drive sales.
- Content and Community Focus: The panelists suggest concentrating on connection, content, context, and community to engage consumers more meaningfully in a post-cookie world.

### About the Speakers

[**Dylan Barbour**](https://www.linkedin.com/in/dylanbarbour/) co-founded [Vizer](https://www.joinvizer.com/) with the aim of helping brands streamline mobile offers and boost in-store sales.

[**Mark Stamps**](https://www.linkedin.com/in/mark-stamps-44b4456/), Vice President of Digital Commerce at [Harvest Group](https://harvestgroup.com/), helps brands grow their business through full-service commerce solutions.

[**Ethan Chernofsky**](https://www.linkedin.com/in/ethan-chernofsky-16ab4519/), Senior Vice President of Marketing at [Placer.ai](https://www.placer.ai/), utilizes his expertise to provide actionable insights and data-driven solutions for retail optimization.

[**Devora Rogers**](https://www.linkedin.com/in/devorarogers/), Chief Strategy Officer at [Alter Agents](https://alteragents.com/), leverages her extensive background in market research to drive brand growth and innovation.

Tags: Alter Agents, Daniel Litwin Podcast, Experts Talk, Harvest Group, Placer.Ai, Vizer

---
Source: MarketScale, https://www.marketscale.com/industries/retail/bridging-online-shopping-with-brick-and-mortar-the-importance-of-improving-online-to-offline-tracking-in-a-post-cookie-retail-industry. Published for AI indexing and citation; cite the canonical URL. Site guide for agents: https://www.marketscale.com/llms.txt