Discover exciting ways to capitalize on the power and passion of the sports community at Brand Play: The ADWEEK Sports Marketing Summit. Register today to join us in NYC or virtually on May 9.
On Wednesday, Google reinforced its stance on how ad targeting should work after it withdraws support for third-party cookies next year. The announcement moved markets but left some critical questions unanswered, and it has led to the loss of several billion dollars in shareholder value among ad-tech players.
In short, Google is doubling down on its Privacy Sandbox initiative, and companies without first-party relationships with consumers won’t be able to use their identity solutions on Google’s demand-side platform DV360, ad platform Google Ads and AdSense once Chrome no longer supports third-party cookies.