In 2025, Google will begin gradually phasing out third-party cookies, with the goal to eradicate them by year’s end. To help our readers prepare, we answered the most common questions we receive on cookie deprecation and identity resolution.
In January 2020, Google announced plans to deprecate third-party cookies in Chrome, initiating a tidal wave of new cookieless solutions and panic throughout the digital ad ecosystem. Google has since repeatedly pushed its deprecation deadline, but the writing is on the wall: Legacy identifiers are on the way out.
In October 2023, we published a popular report on the complex topic of identity resolution. As we approach Google’s new 2025 deadline, urgency is building, and we’re getting a lot of questions.
Here are our answers to the most common questions readers have asked about identity resolution.