The elimination of third-party cookies is not a new concept. Safari and FireFox eliminated them a few years back. However, now the largest used browser (Chrome) is joining FireFox and Safari, announcing the imminent removal of third-party cookies in 2022. Organizations are attempting to navigate the impact and identify alternatives. Driven by increased user privacy, Google’s decision will require fundamental changes across media and advertising platforms.

The departure of third-party cookies will change the way pharmaceutical companies, in fact all companies, approach targeted media and measurement. The uncomfortable questions are:

•How aware are companies of the pending changes?
•What are organizations doing to mitigate the impact?