IAB Europe is pleased to introduce a dedicated hub strategically tailored for our members, addressing the imminent depletion of third-party cookies by Google. The pivotal announcement in 2020 set the stage for a substantial technological shift, prompting the need for a comprehensive resource centre to guide industry stakeholders through this transformative period.
With the countdown to the anticipated deprecation of third-party cookies in Chrome nearing its end, it is crucial for all stakeholders to understand and be ready for the impact this change will have on digital advertising. The shift away from third-party cookies carries significant implications, notably in the realms of user targeting, attribution modelling, and overall campaign effectiveness.
Why prepare? With the imminent demise of third-party cookies, traditional methods of user tracking and targeted advertising will be profoundly altered. The industry must now pivot towards privacy-centric, sustainable solutions that prioritise user consent and data protection. Adapting to alternative methods, such as first-party data utilisation, contextual targeting, and emerging technologies like Privacy Sandbox and identity, becomes imperative to maintain effective advertising practices.
Within this hub, IAB Europe will consolidate the latest insights from Google and Privacy Sandbox, equipping members with factual, up-to-date information to navigate the evolving terrain. Furthermore, the curated resources within this hub are geared towards providing practical, solution-oriented guidance to prepare for a post-third-party cookie era.
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