The demise of 3rd party cookies is well chronicled and AUDIENCES clients have often sighted these industry changes as a key reason to activate 1st party data in digital advertising. Our team sat down and consolidated information from across the technology eco-system to create a concise timeline for these changes, inclusive of Google's latest announcement.
It is a story of two tech giants and how their roadmaps for browser and wider advertising technologies influence identity & addressability in digital. With Apple making changes to its WebKit toolkit both Safari and FireFox quickly prevented the use of 3rd party cookies as early as 2019.
Google has been on a more complex journey with changes across it's advertising technologies and with changes the the Chrome browser directly being made and scheduled, first for the end of 2023 and now for 2024.
These moves were punctuated with Meta's changes to the Facebook conversion API pushing advertisers to mitigate further.
This subject and related topics will continue to develop and be the source of significant change in the digital advertising eco-system.
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data.