The cookie deprecation date has been confirmed – so what's next? In the latest MadTech Sketch, Ciarán O'Kane breaks down the addressable web.
Google announced last week that it will not be moving the date for third-party cookie (3PC) deprecation in Chrome. It will likely happen in Q3 next year.
This is a massive problem for the industry. There is no silver bullet. There is no panacea.
With Safari, Mozilla and other web browsers a no-go area for cookie-based targeting and measurement, we all leaned heavily into Chrome to make data-driven buying work.
Chrome will soon be a No Data Zone (NDZ)
But even if Google does decide at the eleventh hour to push the date again, it is worth noting that 40% of Chrome (due to incognito mode and privacy settings) is hampering the use of the 3PC.
In this week’s edition of the MadTech Sketch I breakdown the addressable web across different markets – using on the assumption (based on conversations with vendors) that Chrome has 60% addressability.
The question now is: what is the industry going to do about it?