Google switched off third-party cookies for 1% of its consumers on 4 January, with the aim of transitioning all its users to a new ‘privacy sandbox’ based ecosystem by the end of the year. It is a widely disruptive change to the established digital advertising ecosystem – and brands are having to swiftly adapt.
The change means brands, many of which rely on third-party cookies for retargeting and personalisation, will be unable to conduct digital marketing as they once did.
Three-quarters (75%) of marketers still rely heavily on third-party cookies, according to an Adobe study from March last year, and 45% still spend at least half their budget on campaigns and other activations based on them. Meanwhile, 16% said the deprecation of the third-party cookie will “devastate” their business.