Ad-tech executives and product designers should be breathing a sigh of relief now that Google has announced it will not support a cross domain identifier when Chrome deprecates the third-party cookie by 2022.
Until now, the industry has been focused on finding backward compatible work-arounds, such as redesigning device graphs to work in the first party and focusing on industrywide identity solutions, such as Unified ID. Now that cohorts are the future of audience management in digital advertising, we can finally focus on building systems to support them.
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