Google's decision to delay the elimination of third-party cookies has led to decreased urgency among advertisers and media buyers to adopt alternative identifiers. Initially, the ad tech sector quickly developed alternatives, but the absence of a clear deadline has caused interest and inquiries about cookie-less solutions to dwindle. While there's been a slight increase in the use of alternative identifiers in bid transactions, the prevailing uncertainty has caused inertia. Many advertisers continue to rely on cookies as long as they remain available.
"There is a very mixed bag still in the general response... Urgency kind of fell out of the system." - Kyle Holloway
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