Please stop me if you have heard this before, but the end of cookies appears to be getting closer. AdExchanger recently reported that Google’s VP of Privacy Sandbox used the words, “a one-time global prompt” for cookies on Chrome browsers. While that is pretty vague, in a recent post, Scott Messer “confirmed that Google is going to offer the choice at the browser/account level and not on a site-by-site basis.”
The great news is this is what you have been preparing for and you are equipped to take advantage of signal loss and a cookieless future. Now is the time to take advantage of 1st party data, increased addressability on CTV, and the renewed enthusiasm around Contextual targeting.
- 60% of US marketers are turning to first-party data strategies (eMarketer)
- US CTV ad spending is projected to reach $32.6 billion in 2025
- 60% of consumers report they are likely to remember a contextually relevant ad (IAS)
Check out the 2025 Advertising Trends Report to learn more. Also, for vertical specific analysis by industry experts, go to Basis Cookieless Advertising.