On July 22, 2024, Google announced a significant shift in their strategy regarding third-party cookies. Instead of removing support for third-party cookies, Google will introduce increased user controls within Chrome, allowing users to make informed choices about their data privacy. This change has far-reaching implications for the open web, including the ad-supported press, the creator community, and the free flow of information.
Google’s updated approach aims to elevate user choice by allowing individuals to decide whether to permit third-party cookies across their web browsing experience. While this approach empowers users, it also introduces uncertainty. Past implementations of similar strategies, such as mandatory consent prompts on publisher pages and Apple’s App Tracking Transparency, have demonstrated that user reactions can vary significantly depending on the design and execution of these consent mechanisms.
We believe in clear communication to help users understand the implications of their choices. As advocates for privacy-preserving alternatives, we support efforts to build systems that maintain the utility provided by third-party cookies, without having privacy-related flaws that made our industry move away from them in the first place. Currently, these cookies support a significant amount of the advertising industry, which supports free and unrestricted access to knowledge, news, and community content on the open web. It’s crucial that the Privacy Sandbox continues to deliver utility for the advertising industry, ensuring the open web remains a viable channel from marketers.
Our platform is designed to excel in both cookie and cookieless environments, delivering high-quality campaigns that drive brand growth and business outcomes for our clients. Our strategy is built on three pillars:
Investments we are making allow us to serve our clients effectively across all types of environments, including those with and without third-party cookies. Further details from Google will give us more clarity on the balance between these two environment types our highly performant platform supports.
As the situation evolves, we will monitor updates on the announced proposed approach. We remain dedicated to supporting our clients and the broader digital ecosystem, ensuring sustained growth and success in any privacy-respecting digital marketing landscape.
