Google have unsurprisingly delayed the deprecation of third party cookies (by about a year), but don’t be lulled into a false sense of security. The days of third party cookies are numbered, and the time to adapt is now.
This means yet another year of having to listen to digital media specialists bang on about the deprecation of cookies. I’ll spare you the same-old spiel (it’s been covered enough times already), but if any of your digital media stack or process still relies on third-party cookies, then these areas need to be the focus for change over the coming 12 months.
The death of cookie reliance in advertising is an opportunity. We should see it as a positive thing. The era of less-marketing-savvy digital bods being placed into brand managerial positions to chase last-click digital performance should hopefully die out.
