The continually delayed-and now completely dead-deprecation of third-party cookies in Chrome is a perfect example of the advertising industry working itself into an overblown frenzy...Even if third-party cookies were to be deprecated, the level of industry anxiety that the idea induced was simply too much.
Lest we forget: Third-party cookies are a tool, not a strategy. They influence how marketing is delivered and measured, but they've never been a substitute for a sound marketing plan or strong data practices.
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