Third-party cookies are hanging on, but Epsilon says brand marketers should still focus on first-party data

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Google may have changed course on its approach to third-party cookie deprecation on Chrome, but that doesn’t mean brand marketers should take their foot off the pedal when it comes to testing cookie-less targeting solutions.

At least that’s what Rachel Cascisa, vp of platform adoption at Publicis’ marketing tech company, Epsilon, believes. As it is, recent studies from Adobe and Epsilon have found that marketers are “considerably less ready” for third-party cookies to disappear from the advertising ecosystem in 2024 than they were in 2022. And while Chrome may not experience total deprecation after all, by and large industry executives are estimating a steep drop off, upwards of 70% to 80%.

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