Digital advertising
is undergoing a
fundamental,
industry - wide shift.
Let's warm up with a quick recap of why you're even reading this
playbook right now. Digital Advertising is undergoing a
fundamental, industry - wide shift .
Third - party cookies (3PC) are destined to functionally disappear
when Chrome joins Safari and Firefox in banishing them from their
browsers. With them, so goes your simple campaign execution,
basic retargeting strategies, and cross - domain frequency capping.
Oh, and easily parsing campaign reach? That's out too.
Only here's the thing, the industry shift
already happened.
A lot of industry talk has focused on Google's decision to eliminate
3PC for all users on Chrome in the second half of 2024, but what
goes unsaid is that their decision marks the last act of the "cookie -
pocalypse ," not the beginning. Right now, roughly 50% of all
programmatic ad requests come from cookie - constrained
environments and are not targetable* (let that sink in).
*Source: TripleLift Internal Data Analysis, 2023
