Google’s announcement to push the date of phasing out third-party cookies to 2023 was welcomed by a collective sigh of relief by the digital publishing industry, which has been scrambling to get ready for the future.
But even with an extended timeline, the day will still come when third-party cookies can no longer be used for targeting ads, personalised content, and tracking consumers.
In a study conducted by Google on the world’s top publishers, there was a close to 50% revenue drop on average when third-party cookies were disabled, highlighting how essential it is for publishers to boost their first-party data strategy.1
The eco-system built around third-party cookies
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