Monkey Wrench (who knew that was so long ago – 2009).

Interestingly, that is how I am hearing more and more about the ‘stay of execution’ the third party cookie received being described. The folks at the ‘Behind the Numbers‘ podcast even likened it to studying for a big test and the teacher not showing up. Instead, rather than taking a test you were prepared for, you are watching movies with the substitute teacher.

I’m not suggesting this is the most popular reaction to the news. Certainly not. Many companies had taken the ‘bury my head in the sand’ approach – and they are breathing a BIG sigh of relief. But for those who did prepare, it was a bit of a let down.

But I see the cookie demise continuing to be a gateway for innovation – alternative methods of user identification, collaboration between unlikely bedfellows (yes, I said it – I may or may not be 100 years old) in AdTech and who knows, maybe another company (or two) will throw their hat in the browser creation ring.

Who knows- Just to say, monkey wrenches aren’t always a bad thing. Especially not when Dave Grohl is involved!

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