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    Google’s wrangling of third-party cookies is getting lost in transition

    Google’s contentious, drawn-out crusade to eliminate third-party cookies in its browser may have surreptitiously slipped into ad industry purgatory.

    Until now, this crusade has been one wild rollercoaster, full of unexpected twists and turns spanning the past four years. However, in the past week or so, the path to limbo for it has become glaringly obvious, all thanks to two major events. 

    Let’s start with the most recent one first: the IAB Tech Lab’s blistering rebuke, released on February 8, of Google’s plan to replace third-party cookies with a suite of alternatives that fall short of doing the things those cookies currently do for the fundamental parts of advertising. With five main points of contention, spanning areas like audience management, auction dynamics, and creative delivery, the rebuke reads like a “best hits list” of all the grievances long held by ad execs against Google’s cookie crackdown.

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