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Google first announced its decision to sunset third-party cookies in 2020, but just last week, pushed its plans again until 2024. To keep advertisers happy, the company plans to expand its Privacy Sandbox trials, which promise a level of audience targeting.
Although Google’s cookie delay may be a reprieve for some advertisers, many are already thinking beyond third-party cookies. The delay also gives other solutions beyond Privacy Sandbox, such as World Wide Web Consortium’s (W3C) distributed ID proposal, an opportunity to develop.