The cookieless future is here at last. Are you ready?
Jan. 31, 2024 | By Nick Henthorn - InfoSum
Four years ago, we were among the first to celebrate Google's decision to phase out third-party cookies in Chrome because we knew they were always an incomplete and unreliable surrogate for real consumers, and we were more than ready for advertisers to stop pursuing scale at the expense of privacy.
But I must say that the repetitive postponements since then have been frustrating. They've held back innovation and given too many across the industry a reason to procrastinate instead of "ripping off the band-aid and moving on," as Lincoln Gunn, VP of Programmatic Revenue, Operations & Data Partnerships at Fandom so aptly put it in one of our podcasts more than a year ago.