Prepare for a post-cookie era

The digital ecosystem has been moving away from third-party identifiers for some time, but 2024 is a pivotal moment. Google has already started deprecating third-party cookies on Chrome in preparation for the full phase out later this year. It’s essential that the industry is ready - so what should you be doing now? Explore alternative strategies, the range of products available and key questions to ask to help your business thrive in a post-cookie era

James Chandler at LEAD 2024

Why this is advertisers' Sliding Doors moment

Writing for The Media Leader, our CMO James Chandler says: "The shift away from third-party identifiers is already well under way and getting on the front foot means not waiting for the final phase-out. We’re at a crossroads and the action you take today will define how this plays out tomorrow."

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Directory of targeting & measurement tools

Testing alternative solutions to target and measure your campaigns is essential ahead of Chrome’s cookie deadline. Get acquainted with cookie-less products that are currently in the market - this directory pulls together what’s on offer from IAB UK members, as well as who you should get in touch with at each company.

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Cookieless checklist for advertisers

We’ve worked with law firm Bird & Bird to create a checklist of eight essential questions advertisers and agencies should ask prospective vendors when it comes to selecting the right cookieless technology for their objectives.

Are you up-to-date?

Catch up on the latest news relating to the deprecation of third-party cookies, plus explore guides and resources from IABs and the wider industry to help you prepare your business.

Understanding the post-cookie digital ecosystem


Linked audiences

Linked audiences relate to strategies where publisher and advertiser audiences can be directly linked using an identifier at a 1:1 level

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Audience members

Unlinked audiences

Unlinked audiences relate to targeting strategies where there is no ability to directly link a publisher's audience to the advertiser’s audience

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Browser / Operating System-Linked audiences

Find out more about environments where a browser or operating system links a publisher and advertiser data

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IAB UK member at an event

IAB UK Training: The future of targeting & measurement

In this online course, we outline the implications of the deprecation of third-party cookies and other identifiers and look to the future of targeting and measurement. A great course to build up your knowledge and get familiar with different options.

Post-cookie advice from our members on The IAB UK Podcast

From Teads on post-cookie readiness to Google on privacy-first targeting solutions, head to The IAB UK Podcast for advice from our members.

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What's next? Targeting & measurement FAQs

Need a refresher on what’s happened to date and why third-party identifiers are being phased out? We round up what you need to know and break down the key facts with FAQs to ensure you’re up-to-date.

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly move to your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.