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Google’s cookie pivot leaves 88% of industry in uncertainty: IAB

Martech

Google’s pivot on deprecating third-party cookies has caused uncertainty in the digital advertising industry. Navigating the uncertainty A recent IAB study shows that 88% of industry professionals feel Google’s decision to reverse the phase-out of third-party cookies has caused major confusion in digital advertising.

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Why your marketing strategy should still be cookie-less despite Google’s shift

Martech

For years, this meant relying on third-party data, mainly cookies, as the backbone of brand connection strategies. In 2020, privacy concerns prompted Google to plan to remove cookies in Chrome with a deadline that was continually moved back, regularly sending panic waves through the marketing world.

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What’s next for Google’s third-party cookie saga?

Martech

Google’s decision to leave third-party cookies up to the user was the latest twist in a long saga for the online advertising industry. And there’s plenty of online advertising being done without third-party cookies, which were previously removed from other browsers and platforms. But it won’t be the last. Processing.

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Some Cookieless Alternatives … Still Use Cookies

Adweek

Brands are facing some pressure to test alternatives for targeting and measuring audiences once third-party cookies on Chrome disappear, scheduled for the end of this year. The use.

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Google’s Cookie-less Future Is Probably Not Happening

Adweek

Google, which has been asserting since 2020 that it would stop passing third-party cookies in the Chrome browser, is planning to abandon that course. In a blog post published today, the tech giant said that given the amount of work it would take to move away from cookies, and the amount of impact it would.

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Mixed reactions from ad ecosystem to Google keeping cookies

Martech

After years of back and forth between Google and regulatory bodies, the news finally came that Google is scrapping plans to kill third-party cookies in Chrome. By delaying the depreciation of cookies, Google buys itself time to either refine the Privacy Sandbox or to make its implications less transparent.

Cookies 130
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One way or another, cookies are going away

Martech

It announced that it would not deprecate cookies on the Chrome browser but let individual users decide whether to permit them or not. It took years of debate between Google, regulators and the ad industry to arrive at the point where cookies will fade with a whimper rather than go out with a bang. Google finally broke the stalemate.

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