Asia marketers on Google delaying third-party cookies wipe o

Asia marketers on Google delaying third-party cookies wipe out


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28 June 2021
Google recently gave advertisers and clients some time to breathe when it recently announced the delay on the phasing out of third-party cookies to mid-2023. The company explained that it has become clear that more time is needed across the ecosystem "to get this right". Third-party cookies were initially planned to be phased out by 2022, and Google also touted earlier this year that its Federated Learning of Cohorts proposal can offer an effective replacement signal for third-party cookies.
Several adtech players told
MARKETING-INTERACTIVE last week that instead of waiting for Google to make the next move, there should be active industry and regulatory management beginning now for the next two years. They also reiterated the importance of building first-party data and contextual targeting. This time round,

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