We are launching a new podcast series, Demystifying Media, where we dive deep into the hottest topics in the sector. Our first episode focuses on the demise of third-party cookies. After years of planning, Google is on the cusp of phasing out third-party cookies, with the aim of completely eliminating them by end-2024. However, complexity still lies ahead for all stakeholders involved. We go back to basics on their functionality and the reasons for them being phased out. We discuss the alternative solutions out there, and provide insight on the potential impact on stakeholders in the industry.