Article originally published on Les Echos
Google and the end of third party cookies
Google recently surprised the industry by delaying the end of third-party cookies, giving the AdTech ecosystem more time to adapt. However, third party cookies are doomed to disappear. Agencies and advertisers must therefore accelerate their transition to cookieless alternatives if they want to remain competitive.
The future of the advertising market
According to an eMarketer study, a majority of browsers are becoming cookieless. Despite Google's delay, the transformation of the advertising market to a cookie-free model is inevitable. Solutions such as contextual targeting or unified identifiers, which were once questioned, are now proving to be effective and essential for the future of digital advertising.
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The end of third-party cookies: an innovation opportunity for advertising
The article discusses the surprise caused by Google's decision to postpone the end of third-party cookies, stressing that this does not prevent their gradual disappearance. Advertisers need to adapt their strategies by investing in cookieless solutions. Emphasis is placed on the importance of innovation in this context.
