So, what does this mean for you? It’s our recommendation that you continue testing, learning and exploring alternative identity, measurement and targeting solutions since we can't backslide and stay comfortable with probabilistic models when a significant number of browsers already operate without cookies — e.g., Firefox and Safari. EMARKETER expands on this topic further here. Third-party cookies are still brittle, unreliable sources for metrics of success. Alternatively, lean into testing different identity solutions to safely and effectively target and measure your core audience. Explore clean room environments, contextual targeting and other examples that can be found in our cookieless tool kit. Instead of waiting for an updated timeline or a pending delay, create your own path to success in a cookieless world by partnering with our team of experts. Have questions, comments or concerns? Reach out to info@goodwaygroup.com, and we’d be happy to clarify.