Google’s announcement that it would delay cookie deprecation on Chrome until mid-2023 was welcome news to the industry, as it provided more time to further develop cookie-less solutions. The unspoken truth, however, is that third-party cookies are already barely alive. Today, in most markets, more than 50 per cent of users are on devices, browsers, and channels that do not support third-party cookies. In addition, automated deletion means that cookies, on average, live for only about a week. Such limited availability and lifespan severely affect advertising activities such as audience segmentation, targeting, storytelling and analytics. Consequently, only half of your potential customer base are add
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