Google has postponed the complete deprecation of third-party cookies to the second half of Q4, anticipating the phase-out to be complete in 2025. Despite the delay, UM continues to prepare clients for a cookieless world.
“Whether cookies disappear tomorrow or next year, we continue to work closely with clients to futureproof their digital media to ensure it won’t be affected,” says Erica Kokiw, EVP, Digital, UM. “[UM’s] approach is threefold. First, we make sure [clients] have a solid testing plan to measure the impact of new cookieless measurement methods. Second, we ensure their technology infrastructure supports a cookieless ecosystem, and finally, we collaborate with clients to evolve their measurement plans to rely less on cookies.”
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