Programmatic

Google Won’t Kill the Cookie. Here Are the Winners and Losers

Adtech companies that bet big on cookieless tech could be hurt

Google’s decision to keep cookies around will still have an uneven impact across the industry.
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By Lauren Johnson & Trishla Ostwal & Catherine Perloff & Ryan Joe & Lucinda Southern

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Google’s announcement Monday that it won’t kill the third-party cookie in Chrome rocked the ad industry. In the immediate aftermath, it seemed like the sword of Damocles hanging over the ecosystem had been sheathed. Certainly, marketers no longer have to wring their hands over how their digital ads will perform without cookies to power targeting and measurement.

Many advertisers were already on the journey to move away from cookies. Havas Media Network global executive vice president Jamie Seltzer, who oversees consumer analytics, said 99% of her company’s clients are already working to run cookie-less campaigns.

But

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Lauren Johnson

Lauren Johnson is Adweek's deputy editor of retail media and commerce. Before joining Adweek in 2024, she was an advertising reporter at Business Insider for six years and previously covered technology for Adweek.

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Trishla Ostwal

Trishla is an Adweek staff reporter covering tech policy.

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Catherine Perloff

Catherine is an Adweek staff reporter covering ad tech and platforms.

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Ryan Joe

Ryan Joe is the editor in chief of Adweek. He has been covering data-driven marketing and advertising for over a decade, striving to make its complexities understandable and accessible. He started out as a reporter for the Haymarket publication DMNews in the early 2010s, then moved to AdExchanger where he worked for nearly eight years, covering the industry as investment shifted to digital advertising. He ended his tenure at AdExchanger as managing editor, jumping to Business Insider in 2021 to help lead its scoop-driven coverage of the ad industry. Joe is a graduate of UCLA and Columbia.

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Lucinda Southern

Lucinda Southern is Adweek's managing editor of media and technology.

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