Ad tech bosses balance frustration and focus after Google’s latest shift on third-party cookies

Google’s sudden U-turn on its plan to scrap third-party cookies, after years of promising otherwise, is like a TV show hyping up an epic twist, only to reveal it was all just a dream. No surprise ad tech leaders are pulling their hair out in frustration.

But they’re also trying to keep calm — they can’t afford to lose focus. Especially when it’s still uncertain if Google’s pivot will render all their efforts and investments for a third-party cookie-less Chrome world obsolete.

The details — what little there are — can be read here, but the crux of it is this: after four years of promising the ad industry it would eventually rid its browser of third-party cookies, Google has now said it’s going to let users decide whether they will be tracked by cookies.

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