Confessions of a media buyer on Google’s third-party cookie U-turn and how it helped a ‘largely lazy’ industry innovate

The long saga of Google’s third-party cookie crumble has come to an end. The tech behemoth has stopped kicking the can down the road when it comes to removing third-party cookies from Chrome and, instead, reversed course.

For media buyers, it’s been a wild time filled with false starts, urgency and many delays to an ever-extending deadline. For one media buyer at a media agency, this week’s announcement that Google had called the whole thing off was met with laughter.

In the latest edition of our Confessions series, in which we trade anonymity for candor, we talked with this buyer to get his take on the reversal, what it means for the industry and why, despite the headache, Google’s push to end cookies in Chrome likely made the ad industry innovate in ways that were needed.

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