Wednesday, February 28, 2024

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    How the digital ad industry is preparing for profound change in 2024

    Michael Beebe, CEO, Dstillery

    For the digital advertising industry, planning for 2024 is unlike any other year. It is going to be, in a word, dynamic. The industry is heading into an unusual transition that will affect the fabric of the open web ecosystem: the forced, fast and complete transition away from the third-party cookie for targeting and measurement. 

    Google has the power to deprecate third-party cookies in Chrome unilaterally, meaning that the industry does not have the choice to keep using the cookies. This move is intended to happen within just six months during the second half of 2024. Instead of transitioning over years, the industry will have to adapt quickly. 

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