Google ending third-party cookies in Chrome

While some marketers hoped Google would show mercy on third-party cookies, the company has no plans to back down from its upcoming "Cookiepocalypse."

In June 2021, Google announced it would phase out third-party cookies in late 2023, with new tracking technology to replace them. Given the widespread use of Google Chrome, the advertising industry may wonder how they can still serve personalized ads and reach consumers in a post-cookie world. While marketing teams have other digital advertising options, they may need to adopt new technologies.