Third-party cookies will soon be a thing of the past. We can find a better way forward for success in a cookieless world.
When Google announced its plan to phase out support for third-party cookies in Chrome by 2022, it put the last nail in the third-party cookie coffin as we know them. With Firefox and Safari already blocking them, the current iteration of third-party cookies will soon be a thing of the past. It is estimated that already 40% of all ad inventory is cookieless. The Chrome plan to provide the final blow, partially justified by Google to increase user privacy, will bring about significant changes in the advertising world and the internet in general.
As digital advertising currently relies heavily on third-party cookies for personalization data, a cookieless landscape may look quite different than today. As a result, businesses need to prepare, adapt, and find new ways to target and connect with consumers in more transparent, privacy-compliant ways. Programmatic advertising optimized header solutions can help pave a better way forward in a cookieless world.