Google’s SameSite Upgrade Reinforces Why Publishers Need to Move Beyond Cookies for Audience Targeting

The launch of Google’s SameSite Upgrade in Chrome 80 on Tuesday, Feb. 4 signals yet another nail in the coffin for third-party browser cookies. Following on the heels of Firefox and Safari, which have already blocked third-party cookies by default, and Chrome’s existing cookie warning, the SameSite upgrade further clamps down on the use of effective third-party cookies for audience targeting. Impact on Publishers The change will obviously impact ad tech vendors who rely on