“Given the state of readiness of the Privacy Sandbox initiatives, the regulatory and commercial doubts over FLoC and the position of the vast majority of publishers across the internet for such a meaningful change, there was already an expectation that the switchover date would need to be delayed until late 2022. Tim Sleath, VP of Product Management, VDX.tv Overall this is another delay to the next chapter for digital media and it shouldn’t change brands need to continue to invest in building deeper relationships with their consumers.”
“Google’s delay to cookie deprecation is mixed news for marketers and the industry. On the one hand it gives a reprieve to cookie-confused marketers and data solutions providers (adtech stock has already jumped), on the other it delays meaningful re-architecture of the open web to a more privacy-centred model, with the challenges to the FLoC approach in particular and an end to testing it’s current form in July. The link to the UK’s Competition and Markets Authority (CMA) investigations is notable, as is the need to ensure a level playing field in data control and ad supply. Brands should take this pause as an opportunity to develop less dependence on Google and its tight hold on search and digital advertising, which again, for publishers and brands means building direct user relationships, and diverse technology solutions for advertising and marketing."įred Whitton, Digital Partner, Total Media Identifying technology and strategic partners who understand and can help execute a multi-faceted strategy that works across anonymous and known users, direct and programmatic advertising will have immediate value. "Publishers and brands can now use the delay to develop well-grounded strategies built on engaged, loyal users who are willing to share their identity and appropriate personal information.
Users want more control over their data and how it’s used, and regulators are committed to enforcing and expanding their protections. The fundamental consumer and regulatory push toward more privacy and less tracking hasn’t changed a bit. "While the natural inclination for publishers and brands might be to breathe a sigh of relief and say, ‘Oh good, now I don’t have to worry about this for a while,’ nothing could be further from the truth. Joanna Catalano, Chief Growth Officer, Piano We hope this news doesn't give agencies and advertisers the justification to keep old and bad habits." "My fear is that if the death of the cookie happens in slow motion, the sense of urgency amongst advertisers to rewrite the book on how they reach digital audiences might wane. So in this context it probably makes sense to delay. Google is also under acute regulatory and legal scrutiny right now. If they’d kept to their previous timeline to remove third-party cookies they would have needed to start acting on their promises to disconnect their Ads products from Chrome, which has slowly started. It’s probably fair to say work on the alternative – Google’s Privacy Sandbox – hasn't moved as fast as expected and a lot of questions remain about certain aspects of it. In Europe, Privacy Sandbox with FLoC (Federated learning of Cohorts) in particular had challenges with GDPR, so there is no way Google would release a product that only works in certain markets. “There are a number of reasons why Google’s decision to delay the process of removing third-party cookies won’t surprise many in the digital media industry.
Jonathan D'Souza-Rauto, Biddable Product Lead, Infectious Media Or did it? Read on to hear what those on the ad tech coal face made of the news… Google's decision to delay the phase-out of third-party tracking cookies in its Chrome browser took the industry by surprise.
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