The Winners and Losers of Google’s Big Cookie Reversal

Confessions of a media buyer on Google's third-party cookie U-turn and how it helped a 'largely lazy' industry innovate

The long saga of Google’s third-party cookie crumble has come to an end. The tech behemoth has stopped kicking the can down the road when it comes to removing third-party cookies from Chrome and, instead, reversed course. For media buyers, it’s been a wild time filled with false starts, urgency and many delays to an ever-extending deadline. For one media buyer at a media agency, this week’s announcement that Google had called the whole thing off…

The Winners and Losers of Google’s Big Cookie Reversal

In light of Google’s drastic cookie reversal, ID-centric adtech firms and open web publishers rejoice—while Google’s Privacy Sandbox investors and privacy advocates nurse their wounds.

Confessions of a media buyer on Google’s third-party cookie U-turn and how it helped a ‘largely lazy’ industry innovate

This article is part of our Confessions series, in which we trade anonymity for candor to get an unvarnished look at the people, processes and problems inside the industry. More from the series → The long saga of Google’s third-party cookie crumble has come to an end. The tech behemoth has stopped…