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The removal of third-party cookies in Google Chrome will happen in early 2022, and is set to impact the entire programmatic advertising system: the end-users, publishers, and advertisers.
Because this change has already caused a fair bit of disruption, 2021 is the year to get one’s ducks in a row. But let’s make one thing clear: the end of third-party cookies is not the end of your consent management platforms (CMP).
With the removal of third-party cookies, organisations will still need a CMP in place to comply with regulations and capture consent for other types of cookies and tracking technologies. Additionally, marketers, publishers, and advertisers will need to experiment with other diverse strategies to maximise addressability, personalisation and overall business value without relying on third-party cookies.
Join OneTrust privacy and adtech experts to understand the industry’s concern with entering a world without third-party cookies, why adtech organisations still need a CMP, and how organisations can pivot their strategy and lean on their CMP to better understand their audience, deliver personalisation, and future-proof revenue for the next generation of the ad tech ecosystem.