Curated News from Smart Brief on August 24, 2022
John Wanamaker’s famous quote: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half,” is in need of an update.
For some advertisers, it could be as high as 80% of my advertising is wasted, given the dismal match rates of third-party cookies. The headlines touting the final demise of this technology are everywhere, but few seem to realize that third-party cookies are already effectively dead.
With the release of iOS 14.5 last year, Apple began implementing features to prohibit third-party tracking. Android will be implementing this feature in the near future. Safari and Firefox already block third-cookies, so by the end of 2024, Google will simply be the final nail in the coffin when Chrome blocks user IDs for third-party vendors.