Google’s Cookie Delay May Offer Breathing Room but Should be Used With Caution, Say Marketers


Google may have given third-party cookies a lifeline; regulators have not. Marketers following people across sites using those cookies still aren’t privacy safe. So while the ad industry’s outpouring of relief following Google’s reprieve for cookies is understandable, it changes little. Third-party cookies are slowly but surely being replaced by a mixture of solutions, from first-party cookies to cohorts. The extended timeline won’t change this.

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