Five reasons why identity resolution will replace third-party cookies

The time we all knew was coming is almost here. Google has signaled that 2025 will be the year that third-party cookies finally expire. Once gone, marketers will need to find new ways to identify website visitors.

Surprisingly, this is harder than it seems, and many marketers find themselves scrambling for a solution. According to Epsilon:

  • Nearly 80% of advertisers still rely on third-party cookies today.
  • 70% of marketers are concerned that digital advertising will suffer following the death of the third-party cookie.
  • 69% of advertisers believe the end of third-party cookies will have a bigger impact than both GDPR and CCPA has.
Tim Glomb

VP of Digital, Content, and Product Marketing at Wunderkind.

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