Advertising Is Fundamentally Broken. What Now?

When Google announced it wouldn’t wholly remove third-party cookies from Chrome, the industry missed the point – advertising is fundamentally broken. We’ve overly fixated on Google’s plans for third-party cookies, overlooking that these third-party signals are already obsolete for 70% of users. Half of open web users do not use Chrome, and today, 40% of Chrome sessions already don’t have a cookie, either because the consumer has manually disabled them or is browsing in incognito mode. read more read more