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Anyone waiting for Google to drop the cookie update can continue and breathe-you don’t come.
If anything, the latest details of how Chrome asks users to see if third-party cookies want to be monitored, they raised more questions than the answer to the course.
When he spoke yesterday (January 27) at the annual IAB management meeting in Palm Springs, California, Anthony Chavez, Vice President of Google for Sandbox privacy, explained that the selection would come through the “one -time global challenge”, giving the industry to prepare for several months before It will live.
It is barely pioneering, but signals the direction that is directed: Web ad is approaching the mobile application model where Google and Apple prompts are already dictating personal data protection settings.
And this shift does not stop for third-party cookies-IP addresses.
At the same Chavez event, he revealed plans for a new Chrome feature that allows users to hide their IP addresses. After starting, the protection will be limited to those who use the “Incognito mode” – the possibility of a private browser designed for discretion.
Collective shrup but growing restlessness
The reaction of this industry to these latest updates has so far been a collective bend.
For some, the global fast news was Deja Vu, which was repeated earlier cookie updates. As for IP address intervention? It barely wavy among those who consider it a niche, especially because users of privacy consciousness are already relying on VPN or third -party sellers such as NextDns.
“I thought something like that would happen – where it.” [the consent choice] It is sent back to users to decide, ”said Ravi Patel, CEO and co -founder of the Media Platform Sym.ai. “I’m not even sure why they didn’t do it from the beginning.”
But under frustration lies deeper worries: slow running down Google updates about the consent of cookies could be so opaque that users would not have the information they need to decide. As it may sound, it is a valid concern. Remember that Google has not clarified how – or even if – plans to educate users about what these cookies are doing. After all, if people are asked to log in or from something they don’t understand is probably the default answer. And for Google it can just make sense.
“The mechanism of false consent that leads to logging in only or mostly is potentially unfair to sellers and other players who rely on it and expect it to be a life saver for their business,” said retailer of advertising technology, who exchanged anonymity for Candor.
It is a concern that has cooked since Google has announced that Chrome has provided this option to Chrome. Perhaps it would not feel so full if Google made a stronger effort to engage this industry in forming this feature – or it seems. Since this article, Digiday has not spoken to any sellers or other partners who were consulted during the development of this so -called choice.
“If Google adheres to this attitude, then there will always be concerns about whether this pressure against third -party cookies in Chrome is actually fair,” said David Rosamilia, vice president of the product on the alternative ID5. “On this current trajectory, Google’s own intervention with these cookies will have a similar impact on what Apple has done on a mobile ID.”
When this happened in 2021, approximately 2 out of 10 Apple users agreed that it monitors this identifier before stabilization to about 50%. Given the latest Google updates, advertising execution is preparing for a similar abyss whenever Chrome makes its global selection available to users.
“There are still so many questions and unknown timelines,” Rosamilia said. “This industry was prepared for a while for a full timeline (depreciation) of third -party cookies and deprivation of fixed data is unfair to the whole industry of hard work.”
Bottom line? After five years of investment in the promised general repair of Google Cookie, advertising is delayed by delay and half measures. Under all of this, skepticism persists: If most Chrome users lead to the collection of consent to log out from third-party monitoring, Google will still have access to user data at the transaction level-their own brick garden.
For many in the field, it feels less like a reform of privacy and rather as a grasp of power.
“It is a step forward to provide users with more control over their data, but also emphasizes the ongoing complexity of the advertising ecosystem,” Patel said. “I believe transparency and choice are necessary, but these changes underline the need for advertisers and agencies to reconsider their strategies.”