Trends emerging from the International Advertising Bureau’s (IAB) NewFronts this year show a focus on shoppable ads, AI, accompanied with a need for better measurement as third-party cookies are not long for this world—yet their execution was delayed for the third time by Google. The tech giant has pushed Chrome’s sunsetting of third-party cookie support back to early 2025 at the earliest, as it is struggling to push its Privacy Sandbox cookie-less advertising tools as an alternative to advertisers. Google also claimed that its previous cookie-ending deadline for the second half of Q4 2024 would not allow enough time for the British regulator, the Competition and Markets Authority (CMA), to examine evidence on the matter—including industry test results—which will be…