The future of third-party cookies remains uncertain, as their disappearance may hinge on user consent mechanisms implemented by Google. Anthony Katsur of IAB Tech Lab believes that the cookie may survive if opt-in rates are high; otherwise, it will lose relevance. He emphasizes a decade-long transition toward identity solutions that could include alternatives to cookies, like IP addresses, as privacy-friendly options emerge. The conversation highlights the interplay between regulatory changes and tech industry dynamics influencing this shift.
If there's wild amounts of opt-in, then yeah, the third-party cookie in the Chrome ecosystem is probably alive and well...we just - we don't know how that's going to shake out.
It will be the year of identity solutions, the year of ID-less [solutions] for, I think, the next decade.
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