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In this brief note, we review the implications of the decision for a variety of players in the digital advertising ecosystem, including TTD and other open web ad tech companies, META, and social media platforms, and GOOGL itself.
Implications of Google Calling Off Chrome 3P Cookie Deprecation
Yesterday, Google announced that it will no longer deprecate third-party cookies in the Chrome browser. Instead, Google will “introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing” and will also introduce its IP Protection initiative (formerly known as Gnatcatcher) to Chrome by default by 2025.In this brief note, we review the implications of the decision for a variety of players in the digital advertising ecosystem, including TTD and other open web ad tech companies, META, and social media platforms, and GOOGL itself.
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