Targeting: How the digital industry assesses Google's cookie withdrawal

Utiq Germany CEO Norman Wagner: "A large part of our industry depends on a single US company."

The end of cookies is history – Google has drawn a line under it . Can we now comfortably cling to the status quo? Absolutely not, say protagonists of the digital advertising industry, and warn against abandoning work on cookie alternatives. What Google's move also demonstrates to them: The company has disturbing market power.

The turnaround came in stages: Five years ago, Google announced that it would ban third-party cookies from the Chrome browser. Then