Google Chrome’s initial plan to phase out third-party cookies in Q3 of 2024 sparked widespread concerns across the adtech industry, however, just last week Google announced that they will, in fact, not be deprecating these cookies, which means the advertising landscape is once again shifting.
This decision allows advertisers and brands to continue utilising the personalisation and targeting capabilities of third-party cookies, giving consumers the choice to opt-in.
More from Daniel Levy, Co-Founder and Co-CEO of Flow.