Navigating the Cookieless Future: A Paradigm Shift in Digital Advertising
Nov. 24, 2023 | By Zeotap
The Adtech landscape is undergoing a significant transformation with the impending demise of third-party cookies.
Google finally committed to depreciating 1% of 3rd party cookies in Chrome in the first quarter of 2024 and fully by September 2024, the industry is bracing for a cookie-less future.
This shift, however, presents a unique opportunity for innovation and adaptation. Rather than viewing this as a crisis, it is important to shift the discussion away from cookies – simply the mechanism – and instead concentrate on use cases and outcomes.