What Third-Party Cookies' Delayed Demise Means for Marketers

Google's announcement to yet again delay the blocking of third-party tracking cookies in Chrome was not unexpected. It gives marketers an opportunity to consider what industry solutions are likely to emerge between now and the new deadline and how to make the most of the extra time.

No single technology or approach will replace the third-party cookie, and that is ultimately a good thing. Brands and marketers should use the extra time to create their own version of Google's Privacy Sandbox with the goal of reaching audiences in ways that offer value. A few ways to get started include conducting a thorough first-party data audit, asking what customers can do for the brand, and exploring new partnership opportunities.

The deadline change raises questions that get to the heart of what marketers should be doing. Answers to those questions will build trust and goodwill between brands and the people who buy from them.