The death of the third-party cookie is the single most impactful change to online advertising since cross-site advertising began over 20 years ago.
The third-party cookie is the raw data signal on which almost all audience databases are written, and is also the method advertisers use to measure whether a campaign performs well. These and other features, like frequency capping and campaign optimisation, need to be considered as we rethink the future of cookieless advertising.
The absence of the cookie means the entire architecture of the ad tech ecosystem must be rewritten. This presents risks to companies big and small,...