Originally published on LesEchos
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 destined to disappear. Agencies and advertisers must accelerate their transition to cookieless alternatives if they wish to remain competitive.
The Future of the Advertising Market
According to an eMarketer study, most browsers are moving towards cookieless environments. Despite Google's delay, the shift towards a cookie-free advertising model is inevitable. Solutions like contextual targeting or unified IDs, once questioned, are now proving effective and essential for the future of digital advertising.
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The Importance of Innovation Outside the Open Web in Adtech
Geoffrey Berthon (Qwarry) explains that adtech must shift towards innovative solutions beyond the open web. He highlights the importance of CTV and retail media, while lamenting the lack of attention paid to CSR despite its positive impact on advertising performance.
The Importance of Innovation Outside the Open Web in Adtech
The article discusses Google's surprising decision to delay the end of third-party cookies, highlighting that it doesn't prevent their gradual disappearance. Advertisers must adapt their strategies by investing in cookieless solutions, with a focus on the importance of innovation in this context.
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