As consumer privacy has been catapulted to the forefront of the digital advertising industry, speculation and mass confusion has ensued as to the potential impact on programmatic advertising. As part of our partnership with various DSP providers, we support users having more control over their data and are actively working to prepare for and lead the charge in implementing these changes.
Here is everything you need to know:
Google Chrome and Third-Party Cookies
- While the dates have changed from 2023 to 2025, the only thing that is certain is that Google will phase out third-party cookies eventually. However, they will not eliminate the ability to track users across different websites without working to implement mutually beneficial alternatives that will protect the advertising-supported free internet.
- Our various partners are testing cookie-less audiences and working closely on tech platforms to understand and collaborate on marketing strategies that do not rely on cookies
It is important to note that cookies were eliminated from Safari 5 years ago and digital marketing continues to grow and thrive on that platform.
Third-Party Cookie Retirement & Beyond
Ultimately, there will be no one single identifier that will replace third-party cookies. Thus, the technology our various DSP partners develop will utilize multiple data points that enable precise targeting and attribution without interruption after cookies retire. Conversely, companies that rely on singular solutions such as search retargeting, site retargeting, or mobile-only advertising can expect to see a greater impact.