Why Google's cookies extension is no reason to take our foot off the pedal on

16.08.2022, 15:42 finchannel.com

News this week that Google will delay its cookies sunset from 2023 to 2024, may be a welcome extension for publishers, brands (and their agencies) and the ad tech platforms, who have been hoping for more time to adjust to a new data landscape. Given the complexity of the challenge, the worst response for anyone in the industry would be to kick the can down the road at a time when most companies were already late in creating a forward strategy regarding a cookieless future.