Initiatives include an identifiability study to balance privacy and ad targeting, plus post-cookie attribution Chrome users will be able to delete cookies without losing first-party data. Source: Google December 16, 2020 Experiments are underway at Google to engineer a sustainable ad-funded internet after the platform withdraws support in 2022 for the third-party cookie, the web’s default means of monetization since the 1990s. Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth.