Model, company execs converse out on Google’s newest cookie-killing plan and cookieless identifier challenges

The third-party cookie’s extended demise is kinda agonizing. However with Google saying not too long ago that it’ll deprecate the advert business’s de facto identifier for 1% of Chrome customers within the first quarter of 2024, maybe the top of the street is close to.

Through the Digiday Programmatic Advertising Summit, which kicked off on Could 22 in Palm Springs, California, model and company executives weighed in on the current and way forward for the third-party cookie and cookieless identifiers, as featured within the video beneath.


To what extent are advertisers truly weaning themselves off of the third-party cookie? Are various identifiers at the moment geared up to compensate for the cookie’s loss? And, after all — after two earlier postponements — will Google actually undergo with killing off the third-party cookie in spite of everything?

“It’s type of like crying wolf, so to talk. Is that this it? Is that this actual? I feel we’re getting a lot nearer to actuality once they make that type of announcement,” HP’s senior director of worldwide market technique and media execution Morgan Chemij mentioned of Google’s newest announcement.