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3 Steps to Prepare for a Cookieless World

3 Steps to Prepare for a Cookieless World

By year end 2023, Google plans to officially stop supporting third-party cookies on its Chrome browser, effectively ending two decades of media- and data-driven-performance targeted advertising. Marketing leaders and their teams must prepare for a future of cookieless advertising and focus on consent-based advertising instead. This will include overhauling playbooks, resetting measurement and reevaluating spend on Google.

“Marketers should expect substantial and sustained disruption to digital advertising to last through the first half of 2023, or longer.”

“It will likely take many years for a stable environment that balances standards-based data-driven advertising and consumer privacy to emerge,” said Eric Schmitt, Senior Director Analyst, Gartner. “Marketing leaders responsible for ad budgets, media mix, planning and measurement will need to adjust strategies as Google rewires its data policies, ad products and capabilities against a backdrop of new privacy norms and elevated antitrust dynamics.”