🎛️ Google's cookie pivot leaves 88% of industry in uncertainty: IAB

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Oct 07, 2024

So, there are marketers (or agencies) who invested many hours in researching and maybe even testing alternatives to third-party cookies. People played around with identifiers and some even dipped their toes into Google’s Privacy Sandbox.

And then there are marketers, of course, who covered their eyes and ears and just went ahead with their third-party cookie strategy as if it would last forever.

Now cookies aren’t going away, or rather they are, but not in the way originally planned, and is anyone out there happy about this? Get a great overview of the current confusion from the IAB’s Angelina Eng.

Kim Davis
Editor-at-Large

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What they're saying

“The latest figure I saw was something like 347,000,000,000 emails sent a day. And over half of those, depending on which metrics you look at, are estimated to be spam.” Cynthia Price in What marketers need to know about email deliverability. “No matter what motivated Google’s change, the shift in cookie deprecation creates a unique opportunity for the industry. We should focus on building a stronger foundation for the future. This is a key moment to develop strong frameworks that can adapt to changing data and privacy needs.” Angelina Eng in Google’s cookie pivot leaves 88% of industry in uncertainty: IAB.