Last chance to secure the best rate on passes is Monday, Jan. 13 | March 24-26 in Vail, CO
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
Here are the cases for and against AI agents
Ads targeting AI agents rather than humans might sound ripped from the pages of sci-fi, but it’s a concept that’s gaining traction among marketers.
CES Briefing: Agency compensation models in the AI era, a speedrun of the CES show floor & Disney’s tech showcase
This edition of Digiday’s daily CES Briefing examines how brands and agencies are seeing a need to change payment structures to account for AI tools handling some agency work.
Marketers question TikTok ban refunds ahead of Supreme Court debate
For the first time since whispers of a ban began six years ago, TikTok seems to be bracing for the possibility that its American swan song might not be far off.