What happened to the post-cookie era, with IAB Tech Lab’s Anthony Katsur
Subscribe: Apple Podcasts • Spotify
Remember when 2025 was supposed to be the first official year of the post-cookie era? Well, clearly that hasn’t happened and seems unlikely to happen anytime soon. And it certainly won’t happen until sometime after Google introduces its user choice mechanism in Chrome for people to allow or block third-party cookies.
“If there’s wild amounts of opt-in, then yeah, the third-party cookie in the Chrome ecosystem is probably alive and well. If there’s [a] wild amount of opt-out, if there’s no critical mass around the third-party cookie, then it is effectively dead, even if it lives on in some small percentage. We just — we don’t know how that’s going to shake out,” said Anthony Katsur, CEO of IAB Tech Lab, in the latest Digiday Podcast episode, which was recorded on the eve of the Interactive Advertising Bureau’s Annual Leadership Meeting in Palm Springs, Calif., which concludes on Jan. 28.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.