Get Ready for Innovations in a Cookie-Less World
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The majority of Madison Avenue’s ad-tech stack has been built around the dated cookie-based approach. Yet cookies were never built for marketing and advertising; they were conceived to help web masters control session management.
Much of the pressure to reform in our industry has centered around third-party cookies. The use of third-party cookies could be significantly restricted, if not totally disallowed. First-party cookies are still in play and will be allowed, as of this point, which will essentially allow publishers to control site-side experiences, not just advertising.
In a world with third-party cookies banned, first-party cookie owners would have a large advantage, at least in the short to medium term. I assume that in the long term another cookie-like approach will be created to replace third-party cookies.
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