As I am sure you have heard the news by now, Google recently announced that they would no longer be deprecating third-party cookies on Chrome. Given the years of delays, I can’t say that I am all too surprised. What does that mean for advertisers? Great question! See below for a helpful guide outlining what Google’s new plans will look like:

So…what now?

• Stay the Course: Cookies as we know them today will still be dramatically changed even if they aren’t completely deprecated. Continuing to adapt to solutions without third-party cookies will provide a competitive advantage
• Embrace Change: The industry is moving toward a better way of advertising, work with partners who are building and adopting future proof-technology
• Optimize Your Strategy: Complement cookie-proof solutions with effective channels not reliant on third-party cookies (CTV, DOOH, Social, and Direct/PMP/PG)

Lastly, our team at Basis will be hosting our next Virtual Strategy Summit in September. During the virtual summit you will hear from the Basis team on how Google’s latest move impacts the digital advertising landscape and how your sellers can ensure their advertisers are investing in the right solutions. Be on the lookout for the sign-up link in the weeks to come. We hope to see you there!