With Google’s recent announcement that it’ll phase out third-party cookies in 2023 to launch Google Topics, the world of cookies is in the midst of an evolution. Or a meltdown, depending on whom you talk to.
Advertisers fidget en masse when a change is announced in the digital world. Suddenly, there’s no milk or bread in the grocery store and Armageddon is upon us — or so this is how many advertisers react. So, given that millions of ad professionals currently rely on third-party cookies for targeted advertising, Google’s phaseout will be either a major catastrophe or a pioneering opportunity.