Google recently announced, again, that the cookie deprecation will be pushed to the end of 2024. This is probably the 3rd or 4th time they are pushing the deadline.

I have predicted this in previous episodes and will say this again; I do not think they will deprecate cookies any time soon (or at all).

In this episode of the programmatic digest, I unpack what we call Cookieless Future and take you back to the source.

Why is this even happening?

Where did it all start (or rather, who started this)?

It is a lesson pulled from the Reach and Frequency™ course from module 5, where we cover targeting mix.