By Luís Daniel Rijo — Jun 25, 2021

PRAM: Delayed plan to phase out support for third-party cookies provides additional time for testing and collaboration

PRAM points out that the clock is still ticking.

PRAM, Partnership for Responsible Addressable Media, today reacted to Google's new plan to phase out support for third-party cookies.

Bill Tucker, executive director, Partnership for Responsible Addressable Media, said PRRAM is "pleased that Google has heeded the concerns of its industry partners and decided to delay its proposed changes to Chrome, given the significant remaining uncertainties around the impact of the change on the online ecosystem and the early stage of development of viable alternative technologies."

According to PRAM, Google's new plan will provide additional time for testing and collaboration.

PRAM alerts that the clock is ticking, and today's news should not give anyone the illusion that the ad industry has the luxury of time.

The Partnership for Responsible Addressable Media is a collaborative cross-industry initiative to develop addressable media solutions. PRAM has more than 400 industry participants, including IAB, LiveRamp, Adobe, MediaMath, and the World Federation of Advertisers.

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