Due to global user privacy concerns, third-party cookies will soon be phased out from Google Chrome, one of the most popular and widely used browsers available. Other popular browsers, like Firefox, have already disabled the use of third-party cookies without the express permission of users. Since programmatic advertising uses third-party cookies, concern that it’ll reduce the efficacy of campaigns is understandable. However, there are already many technologies in place and development.
Aside from direct and affiliate deals, contextual ads, device fingerprinting, and universal IDs are just some of the methods currently in place or being worked on. Flexible Prebid is also considered to be “future-proof.” In short, while third-party cookies are being phased out, programmatic advertising will evolve and continue to deliver excellent ROIs to advertisers.