In 2020, Google announced its plan to phase out third-party cookies, which will go into effect in late 2024. Though Google’s elimination of third-party cookies has been pushed back once again, it is coming. The reprieve hasn’t done much to settle the fears of business leaders, publishers and marketers.
Even with the promised capabilities of Google’s Privacy Sandbox, many people are concerned about how the cookieless future will impact business models and marketing tactics, particularly around personalized digital experiences. But don’t fear the inevitable changes, because there is a better solution to fit your needs.