‘Opportunity or threat? Either way, it’s staring us in the face.’
A SIMPLE QUESTION NO ONE IN AD TECH WILL ANSWER: There’s a question in ad tech that’s been surprisingly difficult to get a straight answer to lately: What happens to programmatic advertising as cookies crumble away?. So which is it? Is doomsday coming, with Google Chrome on the verge of stamping out third-party cookies completely, following in the footsteps of Firefox and Safari, as cookieless proponents want? Or will tech companies keep building workarounds and playing cat-and-mouse until they stumble into that mythical cookieless solution – thereby preserving online advertising and marketing as we know it?.