Sponsored by Dstillery • December 21, 2023 • 3 min read •
Michael Beebe, CEO, Dstillery
Get ready! Quick thinking and action will be crucial in 2024 for the digital advertising industry. This year is going to be dynamic with a major change on the horizon that will impact the open web ecosystem. The forced, fast and complete transition away from third-party cookies for targeting and measurement is happening, and Google is making moves to deprecate them within only six months.
Google wields considerable power over the digital advertising industry as it pushes for this rapid transition. It’s time for ad tech, brands, agencies, and publishers to spring into action to address this significant change.
This represents a significant challenge for the industry as it needs to move more than $123 billion in programmatic advertising away from third-party cookies to new targeting and measurement technologies by the end of 2024. It’s a major shift that requires planning and quick action.
Don’t wait for the last minute; start the planning process now to smoothly transition. All ad spending, technologies, business processes, products, and services powered by third-party cookies must be updated to continue operations without a hitch.
Dstillery is taking proactive steps to prepare for this transition by making audiences available in UID2s and exploring alternative IDs. It’s essential to embrace these changes as preparations are made for a future without third-party cookies.
