Cookies have been the most ubiquitous method for tracking consumer behavior and gathering data. But now that Google has joined Apple and Firefox in ringing the death knell of third-party cookies, advertisers need to fundamentally change their data strategies to adapt to a new cookieless world.

The impending death of the cookie raises some serious questions:

  • Will Google make a market-dominating move and replace third-party cookie-based tracking in a way that further strengthens its walled garden?
  • How can media spends be held accountable for business results without end-to-end tracking using third-party cookies? What is the future of multi-touch attribution?
  • Ad budgets have been shifting towards programmatic for years. Without the third-party cookie, will this shift still continue?