Should Marketers Fear the Cookie Apocalypse?

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Marketers have until June to get over cookies, a digital advertising executive said earlier this week.

Speaking on a panel at the Programmatic I/O conference in San Francisco, Brian O’Kelley, chief executive of AppNexus, said he thinks that do-not-track or privacy settings enabled in the latest versions of most browsers will destroy the ability to retarget consumers. “If browsers block cookies, a significant amount of money will go away,” he said. That’s not only for the ad exchanges and platforms like AppNexus; O’Kelley thinks publishers would take a hit, as well. For example, he estimates that over half of Yahoo’s premium impressions contain audience targeting characteristics.

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