Forbes October 1, 2024
While Autumn is a season of change, ushering in new colors and perspectives, the advertising industry finds itself in familiar territory — trapped between the third-party cookies of the past, and the cookieless future.
For the uninitiated, in early 2020 Google set the global advertising industry abuzz with its plans to phase out third-party cookies on Chrome, precipitating a scramble for alternatives that respect user privacy while still delivering the targeted advertising that top brands rely on. Google’s Privacy Sandbox was proposed as a proving ground for new technologies intended to replace traditional cookies. However, it too stirred its fair share of controversy and criticism, especially concerning its potential impact on publisher revenues and market competition.
As industry concerns mounted,...
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