Charting a Course for Google's Cookie Deprecation

November 7, 2023
Andy Devey

Digital advertising has relied on third-party cookies for over a decade for targeting, measurement, and content personalization. However, the evolving landscape, marked by the shift of browsing and streaming activities towards mobile apps and non-desktop devices, is driving the deprecation of third-party cookies.

As the industry shifts, discussions about post-cookie targeting, measurement, and content personalization generate debates, and one consensus remains: The importance of maintaining a free and open Internet.

The Changing Digital Environment

Apart from technical limitations, there's a growing concern about user privacy and data ownership. The internet is transitioning from its "Wild West" phase into a more regulated environment, seen by many as a positive development. However, this transition poses a fundamental question for advertisers: What will replace cookies, and how are industry leaders adapting to this evolving landscape?

Industry Leaders Pave the Way

Industry leaders have no choice but to address the impending end of third-party cookies by developing alternative solutions and adapting their strategies to maintain effective advertising practices and user privacy.

The biggest players in the digital content realm, including Meta and Google, are at the forefront of shaping this transition. You might have come across issues like cookie consent pop ups in the past, but the overall trend has been positive. Improvements have been made, including the implementation of an Acceptable Ads Policy, which respects the user experience by avoiding the use of irritating advertising formats. Also, Apple's App Tracking Transparency (ATT), giving users more control over how their data is used by apps and third-party advertisers.

These major players have the scale and user data to tackle this challenge effectively. They're also motivated to do it well, as a subpar UX could lead their users to switch to other platforms.

Google's Approach

As these major players adapt and change, our advertising strategy must evolve as well. The deprecation of cookies is already in motion. Google's plan to phase out third-party cookies is scheduled to begin in Q1 2024, with an initial testing phase. The goal is to encompass 100% of users by Q3 2024, pending the resolution of competition concerns.

This is where Google Chrome’s Privacy Sandbox steps in, replacing third-party cookies with privacy-friendly tools, so advertisers can reach their target audience while respecting privacy. Collaborators can leverage Privacy Sandbox to measure the performance of their advertising campaigns without relying on individual user data. 

Collaborators can leverage Privacy Sandbox to measure their performance without relying on individual user data. 
Collaborative Solutions

Google and its ever-growing list of collaborators like Adobe, Adform, Criteo, OpenX, and Outbrain, is taking the lead with the Privacy Sandbox. This innovative collection includes proposals and, in some cases, operational solutions designed to replace the third-party cookie-based mechanics of the programmatic era. This encompasses everything from user identification and segmentation to retargeting, fraud prevention, and measurement. Many of these solutions, often in the form of APIs, were introduced into Google Chrome's General Availability in the third quarter of this year. A few of these include:

Topics API: Tailored Content Delivery:

The Topics API in the Privacy Sandbox delivers content and ads while respecting user privacy by grouping users based on their online interests. This preserves anonymity and helps advertisers effectively target user groups while safeguarding privacy.

Protected Audience: Enhanced Privacy:

The Protected Audience API, a fundamental component of the Privacy Sandbox, safeguards user privacy by restricting advertisers from identifying and retargeting individuals based on sensitive attributes. Both Topics AI and Protected Audience can be used for relevant creative messaging as well as audience targeting.

Attribution Reporting: Privacy-Focused Metrics:

The Attribution Reporting API in the Privacy Sandbox helps advertisers measure ad campaign effectiveness by providing summarized, anonymous data on ad clicks and conversions. This enables advertisers to refine strategies and tactics while respecting privacy.

First-Party Data

In a nutshell, the decline of third-party cookies is nudging brands to give greater importance to first-party data. This transition enables brands to build strong audience databases, which they can then grow and optimize through partnerships with media collaborators. It underscores the significance of developing a solid advertising strategy for 2024 centered on first-party data. Navigating the New Era

Embrace the data revolution with and craft a first-party data strategy. operates at the forefront of digital platform transitions. Rather than relying on proprietary cookies or pixels, we serve as the connective tissue among various digital ecosystems. Our approach entails leveraging and enhancing these platforms' capabilities through cross-platform planning, optimization automation, server-to-server data centralization, creative scaling, and relevance using templates and API integrations. We generate actionable insights through metadata, machine learning, and data analysis, empowering your 2024 strategy with:

  • Unify the platform ecosystem to minimize waste and drive real business results
  • Achieve unmatched productivity with AI-driven automation throughout the campaign lifecycle
  • Engage consumers on a deeper level with authentic, on-brand creative
  • Maximize ROAS across the funnel by combining your data with our cutting edge, cross-channel intelligence
  • Supercharge impact with our expert media and creative services
Embracing Privacy and Performance

To preserve a free and open web, it's vital to prioritize user privacy. That’s why at, we wholeheartedly support this shift towards user privacy while upholding an open web funded by advertising revenue. In order to retain this value, advertisers need solutions that keep their ads relevant to users and drive performance. Our partners are at the forefront of the industry in making this a reality, and with, you can access them all in one place.

Preparing for the Cookieless Era with

Trust in and leverage Google's expertise to stay ahead in the ever-evolving digital advertising landscape. Ready to start your journey to successful digital advertising in 2024? 

Request a demo today and discover how can help you with your upcoming programmatic strategy.


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