In early 2020, Google announced that third-party cookies would be phased out in Chrome to help consumers reclaim their privacy. Google is pushing that switch into 2024 vs. 2023. Apple also introduced changes to IDFA. The evolving data privacy landscape has had a ripple effect across the marketing ecosystem. Big tech’s privacy-by-design principle has spawned a new industry focused on making advertising more transparent and measurable.
So, what’s the state of cookie-less advertising currently?
Before we dive into some of the specifics around a cookie-less future, let’s take a quick look at what cookie-less advertising is.