Nearly a week after Google sent shockwaves by halting its plan to deprecate third party cookies in the Chrome web browser, @IAB Tech Lab CEO @Anthony Katsur thinks cookies will still go away eventually.

Hear why on this episode of The Current Report.

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To read the full stories included in this episode:

• Under pressure, Google halts third-party cookie deprecation in Chrome: https://www.thecurrent.com/google-third-party-cookies-deprecation-chrome-identity-privacy
• How Google’s U-turn on cookie deprecation will affect European marketers: https://www.thecurrent.com/google-cookie-deprecation-european-british-marketers-identity-privacy
• Digital Audio Ad Spending Forecast and Trends Q2 2024: https://www.emarketer.com/content/digital-ad-spending-forecast-trends-q2-2024

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The Current Report is our weekly news roundup of what’s happening in the world of digital media. We headline topical stories every edition — everything from connected TV to retail media networks to new initiatives around identity — offering our fresh take on why it's relevant for the marketing community. Subscribe: https://bit.ly/45HIaXH

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Each week, The Current gives you the most critical innovations in advertising that are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place: https://bit.ly/3SAM0wR