Google’s long-promised phase-out of third-party cookies in Chrome, originally scheduled for 2022, has seen several delays. As of July 2025, the cookie deprecation is still partially rolled out, with significant friction between privacy compliance, publisher monetization, and advertiser readiness.
Current Status
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Chrome now blocks third-party cookies for around 50% of global traffic under the Privacy Sandbox initiative.
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Google’s Protected Audience API (PAAPI) and Topics API are still under testing, with mixed adoption.
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The IAB’s TCF (Transparency and Consent Framework) remains critical for Europe, and MarkApp is officially registered as a TCF vendor (#1406), aligning all Web and App inventory with privacy-first targeting standards
Impact on Advertisers & Publishers
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Advertisers face growing inefficiencies in behavioral retargeting and attribution.
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Publishers see downward pressure on CPMs unless alternative IDs or contextual strategies are employed.
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DSPs and SSPs are doubling down on server-side infrastructure and ID-agnostic signals.
How MarkApp Leads in This Transition
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Pantheon, our proprietary contextual bidding engine, avoids reliance on cookies altogether and thrives in cookie-restricted environments.
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Our Prebid Adapter for web and app ensures full compliance and monetization continuity for publishers transitioning away from ID-based targeting
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With over $20M in revenue and 350% YoY growth in Q1 2025, MarkApp’s cookieless solutions have proven market validation
Strategic Advice for Our Partners
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Future-proof your campaigns by shifting budget from cookie-dependent environments to CTV, mobile apps, and contextual-rich web placements.
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Ensure ads.txt and sellers.json integrations are ID-agnostic and aligned with Prebid and ORTB 2.5+ standards.
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Use contextual audience packages developed by MarkApp’s AI segmentation engine to maintain targeting precision.
