This Article that details how Google recommends you prepare for the depreciation of cookies. In addition to this, they have created the “Privacy Sandbox” initiative which, broken down very simply, consists of several APIs and other technologies, which you can read about here. They aim to preserve the privacy of internet users whilst giving digital businesses, such as publishers, the ability to continue advertising effectively.

Interplay is currently in the process of leveraging first-party data (FPD) and creating a FPD strategy, investing in cookieless solutions, and utilizing other technologies and initiatives such as data collaboration platforms and data clean rooms.