In a blog post published on Monday, Anthony Chavez – vice-president of Privacy Sandbox – briefly detailed Google’s new plan. Instead of going through with third-party cookie deprecation, Google now intends to “introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing”. Users will be able to adjust their privacy choices at any time. At this point, the pivot is fairly ambiguous and nonspecific. The Privacy Sandbox APIs will still be available to all those who wish to continue using them, backed by further investment aimed at enhancing privacy and utility.
So, what now? With Chrome’s cookieless future no longer looming, the landscape suddenly looks quite different. Google’s latest deprecation delay had shifted the deadline to 2025, giving industry members even more time to get their post-cookie plan in order. Although the pressing need to get alternative solutions in place has decreased, advertisers would be foolish to abandon the pursuit of third-party cookie alternatives entirely. For quite some time now, privacy-centric solutions have been an obvious choice for many advertisers as increasing focus is placed on consumer privacy.
We asked leaders from across the advertising landscape: what should the industry do now?
The industry continues to move towards a more user-centric and privacy-compliant ecosystem
“Despite Google’s U-turn on third-party cookie deprecation, the wider industry continues to transform towards a more user-centric, privacy-compliant and interoperable ecosystem, enriched by addressable and contextual signals. AI-powered Smart Curation platforms are perfectly positioned as one of the leading solutions, interpreting all data without signal loss, enriching with curators’ data and meeting omnichannel targeting needs.”
Filippo Gramigna, co-CEO, Onetag
Originally published on: Exchange Wire
