Join us Sept. 24 in NYC to connect with execs from Digitas, Claire's, Marriott, Havas and 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
Future of Marketing Briefing: Creators are learning to pitch AEO, not just audiences
The next line in a creator’s pitch: I got cited
Should brands swerve, or steer as F1’s U.S. viewership adapts to new coverage?
Formula One is spending to re-engage fans for the seasons’ second half. With viewership figures under question, should brands seeking to share its growth story worry?
Inside the complex anatomy of agency AI bills
From AI subscriptions to metered token usage, agencies are grappling with a more complicated cost structure and who pays.