Do you think the cookieless conversation is over?
Think again.Last week Fanny Paulet and Rui de Freitas were at The Future of Cookieless event in Paris, hosted by Minted and moderated by MICHEL JUVILLIER, one thing was clear: no matter what Google does with third-party cookies, the world beyond Chrome is already cookieless — and that includes Safari, Firefox, in-app environments, CTV, DOOH, and more.
The panels made one thing obvious: we’re not just looking for replacements — we’re building better.
- Contextual AI is bridging the gap
- Measurement is moving toward MMM
- Attribution is broken (and likely will remain so)
- Modelling is the future — impression-level tracking just won't work
- Cross-device identifiers are finally making sense of the in-app/web/CTV divide
At C Wire, we believe that many of the innovations born out of the cookieless challenge are actually superior to what cookies ever offered. And honestly, we wouldn’t be surprised if a few years from now, no one’s using cookies anymore — even if they’re still technically available in the old Chrome.
Big thanks again to Minted for bringing together the right people, and to Michel Juvillier for leading the discussions with clarity and energy.
The cookieless future isn’t coming — it’s here.
