The news: In a new letter to advertisers, Google reiterated that it still plans to phase out cookies on Chrome by the end of 2024 and provided updates on the development of its post-cookie “Privacy Sandbox” solutions.
What’s new: Google’s Privacy Sandbox is not so much a singular, post-cookie advertising alternative, but is more of a collection of new practices and technology that adheres to stricter privacy standards in digital advertising.
The impact: Many other browsers have already transitioned to a cookie-less model, but with Chrome handling over 65% of the share of browser traffic in the US alone, its change is the big shift. Google’s advertising letter identifies the tech it and other companies are confident in, and contains an urgent message for advertisers: Act now.
Our take: If Google fumbles its new ad tech rollout, it stands to lose its position as the titan of digital advertising. For now, tech-like privacy-oriented APIs and clean rooms appear as though they’ll be able to develop without interruptions from regulators, but advertisers need to get on board or risk being unprepared when the shoe finally drops.
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