Originally published: Mumbrella, 20 April 2021
General manager of media business at Pure Amplify, Tasneem Ali, examines what lies ahead in a no-cookie future
With the upcoming removal of third-party cookies, the digital world is braced to undergo radical change. Google will no longer sell ads based on cross-site browsing or third-party behavioural tracking in Chrome, bringing the tech giant into line with Mozilla Firefox and Apple’s Safari. Google has also stated it won’t be building alternate identifiers to track individuals on Chrome.
While the “cookiepocalypse” feels like a big change with a lot of associated uncertainty, it is actually an overwhelmingly positive development for the industry.
