For four years, adtech firms have been preparing for Google's deprecation of third-party cookies, but the announcement to delay that has halted momentum for cookieless solutions.
Andrew Eifler explained that while interest in TripleLift's cookieless solutions is growing, adoption is slower than expected due to Google's pivot on cookie deprecation.
One anonymous ad buyer lamented that the sales pitches for cookieless solutions have all but disappeared, replaced with a flood of AI proposal emails.
As publishers and ad partners face a lack of urgency, the development of technologies for cookie-less attribution remains stagnant, complicating advertisers' strategies.
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