From the course: Programmatic Advertising Foundations

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Life without cookies

Life without cookies - Adwords Tutorial

From the course: Programmatic Advertising Foundations

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Life without cookies

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- [Instructor] Life without cookies. In January of 2020, Google shook the programmatic industry. Google announced that it's Chrome browser, which has over 60% of the global browser market would no longer support third party cookie tracking by 2022. The cookie actually started to crumble months earlier when Firefox and Apple's Safari browsers started to block third party cookies by default. The implications of this will transform the ad-tech industry. If third party cookies are blocked by the browser, then data management platforms will not be receiving the bulk of their data through ad trackers or brand relationships. Targeting will necessarily shift to advertisers first party customer data, and also less data intensive targeting alternatives, such as contextual and location-based targeting. Third party platforms will start to lose relevancy and accuracy without the infusion of new data. Another positive outcome is that this…

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