Google recently announced, again, that the cookie deprecation will be pushed to the end of 2024. This is probably the 3rd or 4th time they are pushing the deadline. I have predicted this in previous episodes and will say this again; I do not think they will deprecate cookies any time soon (or at all). In this episode of the programmatic digest, I unpack what we call Cookieless Future and take you back to the source. Why is this even happening? Where did it all start (or rather, who started this)? It is a lesson pulled from the Reach and Frequency™ course from module 5, where we cover targeting mix. Make sure to catch the visual of this on YouTube. For more information: Reach and Frequency Course