Last month, in a surprising reversal, Google announced it will not proceed with deprecating third-party cookies, a decision that has reverberated across digital marketing. The effect of Google’s about turn is widespread – impacting brands and businesses, consumers, media platform owners, as well as the broader landscape of online privacy.
Although this abrupt change in course might appear to undermine efforts towards eliminating cookie dependence, both the time and money businesses put in to preparing for this shift has not been wasted. In fact, those that have invested in tools to thrive in a post third-party cookie environment are well equipped now with more efficient and effective media strategies.
