“Digital advertising is here to stay, and brands will continue to invest massively in online advertising” Daniel Gozlan (Ogury)

The removal of cookies in Chrome is a matter of “when” and not “if” at this point. In the long term, we should end up in the same place. As long as Google approaches it with seriousness – and I believe they are – this issue won’t be significant when we look back at this era.

Extending this timeline potentially from 2024 to 2025 won’t change anything: the wave of privacy is unstoppable and began long before Google’s announcement. We are in a pivotal shift in consumer privacy protection.