How Ad Tech Is Bracing for Life After the Cookie

Following Google's announcement that Chrome will no longer support third-party cookies

a shadowed person with a flashlight looking under a purple hatch in a maze
The announcement has a lot of ad-tech companies nervous for what's to come. Fanatic Studio/Gary Waters

Google’s decision to become the latest browser to kill the cookie has industry trade groups scrambling to pick up the pieces.

This story first appeared in the Feb. 10, 2020, issue of Adweek magazine. Click here to subscribe.
@ronan_shields Ronan Shields is Adweek's programmatic editor.