Advertisers Still Too Reliant On Third-Party Cookies For Programmatic, Study Finds (

Advertisers still rely on third-party cookies for programmatic, with retail becoming the largest programmatic buyer on the programmatic

Although Google plans to eliminate third-party cookies by the end of 2024 and fully implement the Privacy Sandbox, its targeting cookie alternative, the industry is far from prepared.

Despite several setbacks, the industry continues to move forward. The larger programmatic spenders have shifted more investments to cookie alternative traffic to test and analyze performance before third-party cookies disappear.
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