What's Next for Advertisers, Ad Tech and Publishers in a Cookie-Free World?

A wake-up call for those who have to navigate the changing ecosystem

Google’s plan to eliminate third-party cookies by 2022 might be causing some agitation in the digital advertising industry, but hindsight tells us that the third-party cookie has been crumbling for some time. The writing was on the wall with the arrival of smartphone apps (where cookies never worked to begin with) and consumers started to move away from a 1-to-1 browser to device environment.