Reaching addressable audiences beyond the walled gardens

Luke Fenney

In an impending cookie-free world, brands need to quickly evolve strategies to reach audiences beyond walled gardens.

Ever since Google announced its plan to deprecate third-party cookies on Chrome, brand marketers have been wrestling with the complex issues this will ignite and weighing what it will mean for digital advertising effectiveness. Two years and three delays later, the industry could be forgiven for questioning whether the cookieless future will ever materialise. However, despite this continued uncertainty, most marketers and publishers believe that Google’s latest 2024 deadline, which was set back in July, will be met.

Regardless of whether or not Google meets this deadline, global marketing should already be accounting for the seismic shift that is underway...

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