Google has announced that it will end support for third-party cookies in its Chrome browser by the end of 2024. This move will have a significant impact on the digital advertising ecosystem, particularly on channels that rely on reach as a key benchmark for targeting audiences. Third-party cookies are essential for anonymous targeting across digital channels, and without them, there will be less advertising personalization, decreased retargeting ability, reduced conversion insights, and a need to increase focus on identified matching and reach in digital channels. This industry-wide challenge requires the MarTech and AdTech space to find solutions that prioritize consumer privacy while maintaining commerce and a functioning advertising ecosystem.
