In July 2024, Google made waves across the advertising industry by announcing a change in its strategy regarding third-party cookie deprecation. Instead of completely phasing them out, Google is now offering users the option to control their own cookie preferences in Chrome. This pivotal decision has led to significant industry debate and raised important questions about the future of digital advertising, privacy, and business strategies.
IAB surveyed over 500 industry professionals—spanning agencies, brands, publishers, ad tech companies, and more—to capture the immediate reactions, perceived business impacts, and predictions for the future. The results are in, and they reveal a mix of frustration, opportunity, and lingering uncertainty.
Key Takeaways:
- Nearly two-thirds of the industry was surprised by Google . . .
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