By Stirista

While Google’s latest delay in deprecating third-party cookies in Chrome might offer some reprieve for teams still behind on post-cookies prep, it also underscores the intricate landscape of digital advertising. The delay, attributed to “ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers” in a recent Digiday article, emphasizes the need to map the post-cookies landscape.

More than half of marketers are unprepared for a future without cookies — threatening an estimated ad revenue dip of up to 70% — and they’re seeking solutions to fill the gap cookies will inevitably leave. However, forward-looking teams are now using the extended timeframe to further prepare for the end of third-party cookies instead of waiting until the last minute. They’re auditing and testing their current setups, analyzing multiple post-cookie solutions and focusing more on first-party data.

Teams are auditing business functions to identify those most reliant on cookies

Conducting a third-party cookie audit can help maintain a competitive advantage. By better understanding current cookie profiles, marketers can strengthen their flexibility for whatever lies ahead.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

…read more

Source:: Digiday

Author: Aaron