Thought Leadership

VIDEO: Programmatic Identity with News UK

October 16, 2019
By Rubicon Project

Ben Walmsley, Commercial Director, Publishing at News UK, comments on the inevitability of the third-party cookie’s demise, and why it’s imperative for the programmatic industry to start preparing.


Are 3rd party cookies going away?

I think the third-party cookie does have a limited lifespan. Often it’s said that it’s going to die this year. I’m not quite sure that’s the case, but I think it’s definitely on the way out. In fact, it already is, with some certainty.

I think we can say that we’ve seen Safari. And that’s a big black hole that exists in the internet. We saw the announcement from Mozilla who are increasing their privacy controls by default. And then I’m sure that others will follow soon.

So yes, it’s inevitable that it will happen. I’m not sure that everyone will follow as quickly as many think in the industry. But I think it’s incumbent on all of us as an industry to start preparing for the world without cookies.

To learn more about the future of programmatic identity, email us:

Tags: , , , , , , ,