How to cut cookies with Campaign: Why the third-party cookie is being deprecated

WATCH: Hear perspectives from tech, brand, agency and publisher executives on Google’s motivations for phasing out tracking cookies in Chrome and why the process has taken so long.

Google has begun the much-delayed process of eliminating third-party cookies from its Chrome browser, a deprecation that it plans to complete by the end of 2024

Since Chrome has a 65% share of the global browser marketplace, this is a substantial change that the advertising industry must adapt to. 

Third-party cookies have for many years played a central role in the targeting, measurement and attribution of online advertising. Moving to an alternative targeting  and measurement paradigm is a philosophical, economical and technical challenge. 

“This is probably one of the largest data shifts in memory — if not the largest. Hence a little bit of chaos and what feels like disorganization is a natural fallout from something this large and this complicated,” said Gabe Dorosz, head of audience strategy and insight at The New York Times.

To help marketers on their cookieless journey, this video series will unpack why cookies are being deprecated, the strengths and weaknesses of alternatives on offer and potential knock-on effects of cookie deprecation to consider. 

Episode one will cover:

  • What is a third-party cookie?
  • What are the main functions of the third-party cookie?
  • Why is the third-party cookie being deprecated?
  • What’s behind Chrome’s delay of cookie depreciation and why has it taken so long for alternatives to be developed, tested and adopted?

You’ll hear from a mix of tech, brand, agency and publisher executives on how each part of the supply chain is approaching this complex issue, exposing how motivations and investments differ.

Experts featured in this video series:

  • Ana Milicevic, principal and cofounder, Sparrow Advisers
  • Dan Taylor, VP of global ads, Google
  • Emily Palmer, digital media and ad tech consultant
  • Gabe Dorosz, head of audience strategy and insight, New York Times Advertising
  • Richard Mooney, Privacy Sandbox workstream lead, GroupM
  • Shyam Venugopal, SVP, global marketing and media transformation, PepsiCo
  • Travis Lusk, group director of digital media and ad tech, North America, Ebiquity
  • Valerio Poce, executive director of ad product marketing, New York Times Advertising

Google has begun the much-delayed process of eliminating third-party cookies from its Chrome browser, a deprecation that it plans to complete by the end of 2024

Since Chrome has a 65% share of the global browser marketplace, this is a substantial change that the advertising industry must adapt to. 

Third-party cookies have for many years played a central role in the targeting, measurement and attribution of online advertising. Moving to an alternative targeting  and measurement paradigm is a philosophical, economical and technical challenge. 

“There are vendors in each individual category that are maybe being a bit loosey-goosey in their interpretations of some clearly stated, privacy-safe designs considerations and regulatory considerations,” said Ana Milicevic, principal and cofounder, Sparrow Advisers.

To help marketers on their cookieless journey, this video series will unpack why cookies are being deprecated, the strengths and weaknesses of alternatives on offer and potential knock-on effects of cookie deprecation to consider. 

Episode four covers:

  • How smaller publishers and advertisers can navigate this shift.
  • The safety and privacy of alternative solutions.
  • The risks of a concentration of power in large platforms.
  • Whether a lack of marketer readiness will result in further delays.

You’ll hear from a mix of tech, brand, agency and publisher executives on how each part of the supply chain is approaching this complex issue, exposing how motivations and investments differ.

Experts featured in this video series:

  • Ana Milicevic, principal and cofounder, Sparrow Advisers
  • Dan Taylor, VP of global ads, Google
  • Emily Palmer, digital media and ad tech consultant
  • Gabe Dorosz, head of audience strategy and insight, New York Times Advertising
  • Richard Mooney, Privacy Sandbox workstream lead, GroupM
  • Shyam Venugopal, SVP, global marketing and media transformation, PepsiCo
  • Travis Lusk, group director of digital media and ad tech, North America, Ebiquity
  • Valerio Poce, executive director of ad product marketing, New York Times Advertising

See other episodes evaluating targetingattribution and measurement solutions and analyzing the knock-on effects of cookie deprecation.

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