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At the IAB Annual Leadership Meeting in Marco Island, Florida in January 2024, a Google representative told us that the public still has no idea to what extent the web giant's disappearance of third-party cookies - currently at 1% and expected to roll out throughout 2024 - will impact all our Internet habits... from simple search, to payment, to many of the other functionalities we use every day. Every link in the customer experience chain will be affected, hence the "Cookiepocalypse Now" parallel.

In order to limit the damage as much as possible, Google has initiated the Privacy Sandbox, which aims to reduce tracking between sites/applications, while helping to keep online content and services free for all.

What you need to know as a marketer or broadcaster is that YOU are responsible for taking action to ensure that you continue to deliver the smoothest web experience possible in the coming months.

I've attached a checklist of actions to take now. You'll have to forgive the poor quality of the printed document, whose online equivalent I finally couldn't find #documentsecretexclusif 😉

Here's a timeline of the next steps in the creation of new APIs and other privacy-preserving technologies, and the gradual elimination of third-party cookies on Google Chrome.

The depreciation of third-party cookies will bring a host of changes to companies' advertising strategies.

There are a number of solutions you can put in place now to prepare for this.

Would you like to build a new marketing or advertising strategy tailored to the new reality and your unique needs?

Book a free online consultation with digital strategy expert Maud Barré Miniou today.

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