Media Buying Briefing: Media agencies forge on with other ID solutions regardless of Google’s curtail of third-party cookie deprecation

With a week under their collective belts to absorb Google’s surprising, but not shocking news, that it’s doing an about-face on deprecating third-party cookies from its browsers, media agencies large and small are choosing to press ahead as if cookies are going away — especially since they kind of are anyway. 

Media agencies’ main message to clients is to focus on generating quality, usable first-party data that’s compliant, because privacy issues are rendering cookies more and more useless.