Google has officially reversed its decision to remove third-party cookies from Chrome, ending a prolonged saga that has perplexed media buyers for years. The announcement elicited mixed reactions, including laughter from industry professionals who found it both absurd and unsurprising. Many in the media buying realm had prepared for this shift, realizing that reliance on third-party cookies had waned over time. Despite some frustration over learning alternatives, many acknowledge that the push for change has pushed the industry towards necessary innovations. Google's decision reflects ongoing complexities with its business and potential antitrust scrutiny, ultimately highlighting how the landscape may continue to evolve.
I literally laughed out loud. We shouldn't be surprised. We've tried to plan for this. We changed a lot. For five years, there was a lot of urgency.
To be honest, kind of. We haven't been relying on third-party cookies as much, year after year, so maybe the impact of their removal was going to be less.
The industry did need to make these changes anyway. The phrase âwasted timeâ doesnât seem fitting because we were preparing for a necessary shift.
Google's push to end cookies in Chrome likely made the ad industry innovate in ways that were needed, despite the headaches caused.
Collection
[
|
...
]