The MadTech Sketch: The Cookie Cliff Is Coming. What Are You Going To Do Now?

The cookie deprecation date has been confirmed – so what's next? In the latest MadTech Sketch, Ciarán O'Kane breaks down the addressable web.

Google announced last week that it will not be moving the date for third-party cookie (3PC) deprecation in Chrome. It will likely happen in Q3 next year.

This is a massive problem for the industry. There is no silver bullet. There is no panacea.

With Safari, Mozilla and other web browsers a no-go area for cookie-based targeting and measurement, we all leaned heavily into Chrome to make data-driven buying work.

Chrome will soon be a No Data Zone (NDZ)

But even if Google does decide at the eleventh hour to push the date again, it is worth noting that 40% of Chrome (due to incognito mode and privacy settings) is hampering the use of the 3PC.

In this week’s edition of the MadTech Sketch I breakdown the addressable web across different markets – using on the assumption (based on conversations with vendors) that Chrome has 60% addressability.

The question now is: what is the industry going to do about it?

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