The cookie is on its last days, enjoying an extended farewell tour, thanks to Google’s decision to view third-party cookies as obsolete within Chrome by 2022. While many have painted the cookie’s waning days as the potential end of digital advertising, the truth is that this move is really no more consequential than the gradual shift from the desktop web to the mobile device.
Similar to the shift to mobile, the loss of the cookie will change the way that digital media is bought and sold and the way that many companies approach third-party data. It will likely put several companies out of business if they fail to adapt. But this change will merely be a paradigm shift — one that is long overdue — and not the nuclear fallout that many are expecting.