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But 2024 will bring even more drastic change in this area, as Google finally deprecates third-party cookies in Chrome after numerous delays. For healthcare and pharmaceutical advertisers, this shift adds yet another layer of targeting and measurement complexity to an industry that is already wrought with privacy-related regulations.
In addition to adapting to these factors specific to the healthcare industry, advertisers in the space are making substantial changes to meet the demands of the digital advertising world, including Google’s long-delayed deprecation of third-party cookies in Chrome in the second half of 2024. Certainly not!
The trade body argues that having user controls managed at the browser level, as opposed to cookie banners, would have “serious legal and commercial risks for the ad-funded internet.” percent average increase in brandlift, and a 3.1 percent lift in brand preference and consideration. percent, an 8.4
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