Kacper Polewiak

The end of third-party tracking cookies is on the horizon, but it’s not as bad as you might think. Despite concerns from some advertisers that losing third-party cookies will make it impossible to deliver personalized advertising, there are already a number of effective solutions in the works to ensure that users can still enjoy relevant ads, without any privacy fears.

Let’s take a quick dive into why third-party tracking cookies are being retired, what that means for your advertising strategy, and why it’s actually a good thing for both customers and advertisers.

The cookieless future is fast approaching, and this means that brands need to rebuild their marketing strategies around alternatives to third-party cookies. Navigating this new environment will require mastering a suite of tools, including another type of cookies: first-party cookies.

To understand how you can make the most of first-party cookies, let’s dive into what they are, how they work, and how advertisers use them.

In this media review, you can find out more about the latest Google announcements concerning the 3rd-party cookie phase out being postponed until 2024 [Note: In April 2024, it was further postponed until early 2025] and the tests expansion for the Privacy Sandbox for the Web, the news connected with Google’s Origin Trials and Topics API, as well as the reboot to the EU’s digital rulebook by the European parliament—DSA and DMA.

In this media review you can read about the new ways publishers can manage first-party data, the Global Privacy Platform from IAB Tech Lab, the Privacy Sandbox Trials for Android, and more.

In this Media Review, we describe the most important findings from the 2022 Apple Worldwide Developers Conference, the status of Google’s preparations for disabling third-party cookies, Apple’s updates in its SKAdNetwork documentation that change the game for mobile ad-tech, and more.

In early 2020, Google first announced its intention to retire third-party cookies from Chrome. Despite numerous twists and turns, one thing remains certain: the relevance of third-party cookies is on a downward trend across most browsers, and this will likely affect Chrome as well. This development has marketers worried about the future of personalized and relevant advertising. The good news is they don’t need to be concerned. RTB House has managed to fine-tune Chrome’s new cookieless tool—the Privacy Sandbox—so that it can tailor ads to specific users while protecting their privacy. How is this possible, and what role does the Product-Level Turtledove play in the process? Let’s dive into it.