Advertisers can’t wait on cookies...
Google has postponed the death of the cookie on Chrome multiple times but advertisers can’t simply sit back and wait for yet another delay.
In this article on MediaPost, ID Comms’ Ad Tech and Programmatic consultant Pranay Damji explains why the current 2024 deadline gives brands a chance to test alternatives and develop smarter solutions.
Failure to act now will have major implications for targeting, retargeting, attribution, frequency capping, measurement and optimization. Smart brands and their marketing teams will be working hard in 2023 to ensure they are ready.