Goodbye to cookies

Read the original MARTECH article here.

Here is a brief summary of the article:

• Mozilla and Apple deprecated third-party cookies in their browsers in 2018 and 2019, respectively, and Google announced they would do the same in 2020.
• Google’s Privacy Sandbox initiative has faced setbacks, and the deprecation of cookies has been postponed several times.
• The IAB Tech Lab has evaluated the Privacy Sandbox protocols and highlighted the substantial costs and operational changes it would require for companies.
• The UK’s Competition and Markets Authority (CMA) has said that Google should not deprecate third-party cookies until their concerns about competition have been resolved.
• Brand marketers and agencies still rely on cookie-based campaigns and have not prepared enough for a cookie-less advertising ecosystem.
• Independent publishers may suffer as inventory becomes less valuable, and the budget could be redirected to walled gardens such as Google and Meta.
• Some operators in the advertising ecosystem have already weaned themselves from third-party cookie reliance, but the Privacy Sandbox proposals are viewed as a step backward.