Hear from execs at The New York Times, Thomson Reuters, Trusted Media Brands and many others
Brand, agency execs speak out on Google’s latest cookie-killing plan and cookieless identifier challenges
The third-party cookie’s prolonged demise is kinda agonizing. But with Google announcing recently that it will deprecate the ad industry’s de facto identifier for 1% of Chrome users in the first quarter of 2024, perhaps the end of the road is near.
During the Digiday Programmatic Marketing Summit, which kicked off on May 22 in Palm Springs, California, brand and agency executives weighed in on the present and future of the third-party cookie and cookieless identifiers, as featured in the video below.
To what extent are advertisers actually weaning themselves off of the third-party cookie? Are alternative identifiers currently equipped to compensate for the cookie’s loss? And, of course — after two previous postponements — will Google really go through with killing off the third-party cookie after all?
“It’s kind of like crying wolf, so to speak. Is this it? Is this real? I think we’re getting much closer to reality when they make that kind of announcement,” HP’s senior director of global marketplace strategy and media execution Morgan Chemij said of Google’s latest announcement.
More in Marketing
How tariffs have upended the back-to-school season
Consumers are more concerned about finding the best deal than they were a year ago, according to recent consumer surveys.
As YouTube Shorts reaches 200 billion views, advertisers increase their investment
In Q2 2025, Shorts averaged over 200 billion daily views, and ad dollars typically follow attention.
Mythbusted: American Eagle and Dunkin’ and the risk of ignoring cultural context in ads
American Eagle has joined the increasingly long list of brands that somehow didn’t see it coming.