Cookie Deprecation Has Begun. Now What?

A Closer Look at Our Programmatic Ad Spending Forecast

For programmatic advertisers, there’s a bumpy journey ahead as Google gradually phases out third-party cookies in Chrome. While some may respond with concern, others will seize the chance to explore new testing avenues. 

Regardless, advertising spending is expected to remain robust. According to our forecast, programmatic ad spending is set to outpace nonprogrammatic ad spending threefold this year. 

During this Meet the Analyst Webinar, our senior analyst Evelyn Mitchell-Wolf will probe deeper into our projections through 2025, examining how cookie deprecation may or may not disrupt long-standing spending dynamics in programmatic advertising in markets around the world.