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The social media opportunity with the death of third-party cookies

February 23, 2021

The third-party cookie is going away, eliminating an oft used and valuable part of many brands’ digital advertising strategy. Regulations such as the European Union’s General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and California’s Prop 24 introduce constraints on the third-party cookie, and with that diminish the ability to resolve customer and prospect identity in programmatic advertising. While there’s no hard deadline, popular browsers are already beginning to remove the feature: Google announced the functionality would be removed from Chrome in 2022, and Safari and Firefox have already begun blocking them by default.

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