[Replay Masterclass] RIP, third party cookies: how to get ready and why you should still use cookie banners
In early 2020, Google announced it was joining a growing list of browsers to end the use of third-party cookies. But let's be clear: the end of third-party cookies is not the end of cookie banners or consent management platforms (CMPs). With the removal of third-party cookies, organizations will still need a cookie banner or CMP in place to comply with regulations and capture consent for other types of cookies and tracking technologies. In addition, marketers, publishers and advertisers will need to experiment with other various strategies to maximize addressability and personalization without relying on third-party cookies. In this masterclass you will gain an understanding of the industry's anxiety about entering a world without third-party cookies, why organizations will always need a banner cookie or CMP, and how organizations can pivot their strategy to continue to understand their audience, provide personalization, and ensure future revenue for the next generation of the ad tech ecosystem.