Google has again announced that it will delay the end of third-party cookies in advertising, pushing the deadline to 2024.
The tech giant explained its decision in a blog post, saying it had received feedback that the industry had asked for more time to test Google’s new Privacy Sandbox technologies.
“By Q3 2023, we expect the Privacy Sandbox APIs to be launched and generally available in Chrome. As developers adopt these APIs, we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024,” said Anthony Chavez, vice president of Privacy Sandbox.
In response to the news, Outbrain’s Managing Director for Southeast Asia, Benjamin Steel, said Asia-Pacific Campaign Not all advertisers are prepared for a cookie-free world with only a few advertising platforms and demand-side platforms in use or even tested over the past three years, typically Walled Gardens and a few others.
This extension gives advertisers who have been slow to respond more time to test the top 10 DSPs and ad platforms in their markets, he notes.
“In my opinion, the goal should be to have the top 10 ad platforms and DSPs for each market you want to advertise in, tested and ready to go. Make platforms and DSPs work harder to get your ad dollars before and after a cookie-free third world,” he says.
Demand-side platform The Trade Desk points out that it has always stressed that Google’s timeline for cookie deprecation is likely to slip because Google understands the internet’s value exchange and cannot afford to do so. disrupt without a viable alternative in place.
“Brands and advertisers need to build momentum on their data first party strategy. Second, advertisers today are under pressure to prove ROI on every advertising dollar,” said Mitch Waters, senior vice president for Southeast Asia, India, Australia and New Zealand at The Trade Desk. Asia-Pacific Campaign.
“As an industry, we are developing new approaches to identity that help advertisers manage reach, frequency, data and privacy across all advertising channels in ways that will represent a significant upgrade. This delay will give industry stakeholders more time to scale privacy-conscious addressability approaches that deliver lasting benefits.
Joshua Wilson, commercial director for Japan and Asia-Pacific at Crimtan, noted that over the past few years Google has moved from FloC to Topics to Privacy Sandbox, so it’s no surprise that the industry ” not be prepared for it”.
He says details on this have been somewhat opaque and the change in leadership has had a ripple effect on the industry.
For example, when Apple removed third-party cookies, the impact on brands, especially for those whose majority of the audience was on Safari, was significant. Since then the industry has evolved and there is less reliance on third-party cookies now.
It’s a kick in the teeth for ad tech companies like Crimtan, which have championed brands to thrive in the cookie-free world. This announcement will only slow innovation in our space and allow the “bad marketing” to continue.
—Joshua Wilson, Crimtan
“Nevertheless, brands must be ready now and not delay their efforts to create more robust solutions to cope with a cookie-free world. With or without Google’s third-party cookies, the goal of marketing should always be to increase customer lifetime value and we are able to do it now.
It has become very difficult for Google to make money from an advertising company, while bragging that they respect privacy under the scrutiny of anti-competition watchdogs.
Chris Brinkworth, managing partner of Civic Data, said recent Meta results mean that if Google is to sell the advertising part of its business, the value of that business needs to stay as high as possible.
If Google disables the “data firehouse” with no way to make books look good, then it says it won’t happen.
“Spending will continue and revenue will remain flat for Google’s advertising business. ‘execution without realizing that they already have a huge hole in their business from other browsers, which is even worse if 99% of your target market are Apple users,’ he explains.
“With economies plunging as they are, it’s not a good thing to have inaccurate reporting. It also means impacting other parts of the ecosystem. Just think of all the companies tech companies, publishers, their investors and agencies etc. who have been focused on these timelines but have once again been swept away by it, some of them may not be able to survive until the next deadline.”