Google has granted sweet relief to the divisive third-party cookie.

Those paying close attention to the fate of the third-party cookie know that it has already been blocked on some browsers, such as Safari and Firefox. Google had originally scheduled to axe the third-party cookie during the second half of 2023, but has extended the execution date until at least mid 2024.

This hotly-contested decision has created key short-term wins for some parties, like savvy advertisers and opportunistic publishers.

By contrast for those in MAD tech and the general public— this comes as a disappointing setback.

Yet, if advertisers and publishers count this as a victory, they should be warned it’s bittersweet. Not all wins equate to a final victory.

How can you best protect your long-term success and pivot your strategy?

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