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 consulting firm Fwrd Group is advising brand strategies ahead of the holidays
Amy Kapolnek, founder of the Fwrd Group, sheds light on the marketing strategies she advises clients to employ for the 2025 holiday season.
TikTok’s ongoing U.S. uncertainty has marketers rethinking next year’s budgets
While marketers are happy to continue committing ad dollars for now, they are thinking twice about their 2026 budgets.
Sora 2 copyright calculations highlight new role for agencies as risk whisperers
Challenges to IP norms mean agencies’ legal brains are in higher demand among brands.