Smart Data Initiative Meet-up: The Path to Thrive After the Cookie Apocalypse
Presented by Greg Piechota, Researcher-In-Residence, INMA
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Originally presented: 30 June 2021
News publishers got extra time to prepare for the revolution in online advertising, after Google announced it has rescheduled the phaseout of third-party cookies to late 2023. It’s a relief to many publishers, as only a few are feeling very well prepared for the change, and many had feared up to 70% decline in revenue from display advertising. Third-party cookies are the backbone of online display ads, the US$250 billion industry that has been using them to identify users across the Web, target and retarget them, and measure effectiveness. Will the Google’s announcement about the delay kill the sense of urgency publishers have had? Or will media companies double down on preparations? At this just-in-time INMA meet-up, we will break it down the implications of Google’s decision, map the pillars of the post-cookie advertising landscape, and discuss the best practices in the preparations.
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