May 16th, 2024
HBR IdeaCast recently recorded a podcast interviewing Garrett Johnson, Associate Professor in Marketing, discussing the new technologies that are already being tested to replace cookies.
Google’s decision to discontinue third-party cookies by the end of 2025 has implications for various aspects of the digital landscape. While users can have more privacy with this change, the technologies are much more complex.
“The loss of third-party cookies and the move towards privacy-centric advertising is a seismic shift in advertising. I think it is like the asteroid coming towards planet advertising. And so, as a whole, the industry is probably under-prepared for these changes that are coming,” Johnson adds.
Digital marketers have begun to prepare for the end of third-party cookies and the future of advertising.
