Google kicked off the year with a signal that, yes, the third-party cookie is actually going away by starting to disable third-party cookies for 1% of Chrome users on Jan. 4. While questions — many of them — about what happens next remain, it’s clear that Google is no longer kicking the can down the road.
Marketers have already been working over the last two to three years to prepare for the long-awaited death of the third-party cookie. Even so, the readiness of the industry for said exit isn’t as certain as some would hope. How prepared a marketer is to manage this shift will vary. Trends of the last few years including a push for more full funnel marketing efforts, a recognition of the importance of owned channels vs. paid as well as a need to amp up loyalty programs to continue to collect first-party data will continue in the coming months.
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