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 Q3 2024, Google will begin gradually phasing out third-party cookies, with the goal to eradicate them by year’s end.
In October 2023, we published a popular report on the complex topic of identity resolution. As we approach Q3 2024, 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.
