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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. The proposed Privacy Sandbox, while marketed as a privacy-enhancing tool, likely raises barriers for competitors. Emotions ranged from lack of surprise to relief.

Cookies 130
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IP Address Targeting: Privacy Myth or Marketing Must?

Ad Monsters

With third-party cookies more or less deprecated, Google must be concerned that its advertising clients will jump ship, and it is offering this as a way to keep them. GDPR explicitly lists IP addresses as personal data , as do the EU’s Data Protection Directive and the Article 29 Working Party. In the U.S.,

Marketing 102
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GA4 Server-Side Tagging Setup: A Complete GDPR-Compliant Guide for 2025

Single Grain

A mid-market e-commerce retailer discovered they were losing 35% of their conversion tracking data to ad blockers and browser privacy changes. Essential configuration steps include persisting client ID with secure, HttpOnly cookies and configuring cross-subdomain cookie tracking.

GDPR 52
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Google’s cookie deprecation: An essential marketing playbook for the post-cookie era

Martech

Google’s full deprecation of third-party cookies is right around the corner. Time is running out to get all those well-laid marketing plans off the whiteboards and into action. By now, you’ve likely started testing alternative identifiers to prepare for a future without third-party cookies.

Cookies 134
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2025 advertising trends cheatsheet: the future of marketing in a rapidly evolving world

illumin

In this article, well break down the top advertising trends for agencies, retail marketers, and the broader advertising industry. According to a 2023 McKinsey study , 88% of marketing professionals believe AI will fundamentally change how advertising works. Trends for Agencies in 2025: The changing role of advertising experts a.

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How Data Clean Room Attribution Replaces Cookies

Single Grain

This has been a challenge for marketers, who have relied on collecting cookies to better target their audience. However, cookies collect personal data, and that interferes with many privacy laws, including the GDPR. Here’s how data clean room attribution replaces cookies and how to get started.

Cookies 52
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European regulators have a seat at the table

Martech

Put the cookies back in the jar Notice I started by referring to European regulators rather than EU regulators. ’s Information Commissioner’s Office (ICO) decisively put its finger on the scale when it came to Google’s attempt to deprecate third-party cookies from Chrome. Impact on marketers?

Cookies 116