Campaign Performance

Google has finally unveiled how it plans to kill third-party cookies, the widely used ad-targeting tool that helps advertisers track users: a two-year timeframe and a privacy ‘sandbox’. 

While marketers have known about the "cookieless future" for some time, a new survey seen by Campaign reveals that the majority of them are concerned about how to make the most from their own data. While opinions may vary over how best to do this, a failure to adapt could result in the walled gardens of Google, Facebook and Amazon becoming a closed shop for media once and for all.

Meanwhile, should all brands behave as if they are performance brands? Reprise's Charlie Davison thinks so, given that the role of online platforms has changed as digital performance becomes more integral to business performance. He says: "Something that used to be done to appease Google is now a component in consumer experience."

Thank you to readers who have reached out so far with news tips and content suggestions for this bulletin. You can do this by emailing me at

Omar Oakes

Global technology editor, Campaign


Google's two-year cookie deadline: are advertisers ready to change?
Google to phase out third-party cookies in Chrome within two years
Why all brands need to behave like performance brands
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