The news: Google’s long-expected purge of third-party cookies has begun. The company turned off cookies for 1% of Chrome users last week, amounting to approximately 30 million users.
The context: If you’re a digital advertising professional, the end of third-party cookies is likely looming large this year. But for those who aren’t aware, here’s a brief summary of what cookies are and why they’re going away.
A long shadow: Google has been warning advertisers about an end to third-party cookies for years, but as The Wall Street Journal puts it, they still aren’t ready.
Our take: Even if Google delays the end of cookies again—to put it frankly—the end is nigh. Advertisers who don’t prepare for the change or embrace other sources of data stand to lose when the switch gets flipped for good.
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