ExchangeWire
Aug 2, 2022
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In this exclusive article ahead of ATS Singapore 2022, Henry Shelley, general manager, APAC at TripleLift, outlines four steps advertisers can take to prepare for the post-cookie landscape.
While the deadline for Google’s phasing out of third-party cookies has been extended to 2024, the so-called ‘cookie-apocalypse’ is still on the horizon. And so too is the major industry rewiring that could lead to profound changes and expected consequences including fragmented media planning, siloed campaign measurement, ineffective targeting and reduced addressability.
The good news is that work is being done on a new iteration of digital advertising which addresses these challenges. Advertisers, on their part, can take steps to ensure they are prepared for the next stage of digital advertising’s evolution.