Navigating the post-cookie era: how Generative AI holds the key in 2024


The countdown to the demise of third-party cookies has officially begun, with Google disabling them for 1% of Chrome users on January 4, 2024, marking the initial step in the phasing out of this tracking technology. As the advertising industry grapples with the impending challenge, the need for alternative targeting and tracking methods has sparked a race for innovative solutions. Among the emerging strategies, generative artificial intelligence (AI) is gaining attention as a potential game-changer in addressing the post-cookie puzzle. The challenge of cookie deprecation Google's announcement, made almost four years ago, set off a race within the advertising industry to [...]