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2023 will finally bring the long-delayed end of third-party cookies. Almost. Maybe. Google has once again delayed the end of cookies until 2024 to allow testing and uptake of its Privacy Sandbox APIs.Third-party cookies help provide more personalized experiences across the web, leaving a trail of breadcrumbs that track the sites you visit. While consumers are concerned about the lack of privacy these cookies bring, 70% of advertisers feel that digital advertising overall will take a step backward because of their removal. The delay in their cancellation gives little respite for brands. The clock is ticking, and new alternatives must be activated sooner rather than later. Marketers and agencies are now much more optimistic about marketing without third-party cookies, thanks to better understanding of data and new technology. With the ongoing deprecation of third-party cookies, the last twelve months have been particularly busy for brands as they face critical technology decisions with deep ramifications throughout their businesses. The overall picture is one of optimism, but advertisers need to test and refine to make sure they find the solutions that will work best for them.

No way back for third-party cookies

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