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EMARKETER

FAQ on Third-Party Cookie Deprecation and ID Resolution

What to Expect as the Industry Transitions Away From Legacy Identifiers

Report by Evelyn Mitchell-Wolf, Paul Verna, Max Willens  |  Jan 23, 2024
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About This Report
In 2025, Google will begin gradually phasing out third-party cookies, with the goal to eradicate them by year’s end. To help our readers prepare, we answered the most common questions we receive on cookie deprecation and identity resolution.
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Consumer Privacy & Security
US

In January 2020, Google announced plans to deprecate third-party cookies in Chrome, initiating a tidal wave of new cookieless solutions and panic throughout the digital ad ecosystem. Google has since repeatedly pushed its deprecation deadline, but the writing is on the wall: Legacy identifiers are on the way out.

In October 2023, we published a popular report on the complex topic of identity resolution. As we approach Google’s new 2025 deadline, urgency is building, and we’re getting a lot of questions.

Here are our answers to the most common questions readers have asked about identity resolution.

Here’s what’s in the full report

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authors

Evelyn Mitchell-Wolf, Paul Verna, Max Willens

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