Since the 1990s, brands have relied on third-party cookies for consumer targeting and insights. But by 2022, with privacy concerns and legislative shifts, Google Chrome will join other major browsers in phasing out these cookies. This change challenges traditional advertising strategies, emphasising the need for brands to rethink their digital advertising approach. Merely hoping for an external solution isn't viable.

Furthermore, platforms like Alphabet, Amazon, and Facebook are poised to intensify their dominance in a post-cookie world. To navigate this, the guide 5 ways to prepare for the cookie apocalypse, such as understanding your data, reviewing your tech stack, and more.

Despite the pandemic's distractions, it's essential for advertisers to prepare for this change proactively. By collaborating with analytical and tech entities, the future of digital advertising can be transparent, efficient, and customer-centric, resulting in a beneficial outcome for all stakeholders.