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Saga Cookie Third Party saga: Did any industry ever look at his navel with such intensity?
At the end of third -party cookies, I cannot calculate the number of stories in Adexchanger archives. We have columns, on-eeds, pieces of functions, new articles, Podcasts, guidance, comics, sponsored contentYou name it.
And then, after more than four years, Google announced in the summer that it After all, he did not understand the third -party cookies in Chrome. Instead, Google said he would do that introduce some user selection mechanism.
At that time, Google did not share much (or really no) specific details of the challenge and the British Office for Competition and Market (CMA) soon called Google to update its obligations in quarantine privacy to reflect the change in its approach.
We covered this development of ad nauseam.
Real (as in edible) cookies
Then at least for me on the front of the third -party cookie, he blessed.
Everyone so often I would get e -mail with a prescription of the story of an advertising technology company that is actively Testing quarantine privacy chrome. But that’s about it.
Recently, when I found outlook in my delivered Outlook Post, the highest result was actually OA playground Holiday campaign for oat Introducing a group of professional Santas, who eventually prefer oat milk and biscuits over more traditional ordinary milk and biscuits.
The point is that cookies related messages, but dried up after Google scored its depreciation plans.
But at the annual IAB (ALM) meeting in Palm Springs last week there was a small dribling news.
“One -time global challenge”
Last Monday, VP Privacy Sandbox hosted Google, Anthony Chavez, ALM seminar with DOTDASH MEREDITH, Nexroll and Auditive Access to Advertising Personal Data Protection.
I wasn’t in the room to unfortunately hear it first hand. When I got the news, I was sitting on a bed with a laptop trying to keep my cat from resting paws on trackpad.
But at one point in the workshop, however, Chavez apparently shared a little more information about the planned third -party consent mechanism for Chrome. He described it as “a one -time global challenge”.
Although there has already been that Google’s plan is to offer a browser/account selection – H/T Scott Messer Who got Kopeček-it is the first time that Google officially used the language “One-time global challenge”.
I will stop for the stunned silence – and for those of you who might think, “Yeah, okay, what?”
Read between lines
It is interesting to have a confirmation that the selection mechanism will not be based on a location in Apple ATT mode, so it is.
Otherwise, “the devil is in detail,” says Jamie Barnard, CEO for starting privacy, and the details are not yet clear.
For example, although Chavez said that the advertising industry will have several months to prepare before joining the challenge, he did not share when That would be exactly.
And the timelines tend to move when we talk about cookies and chrome, says Gary Kibel, Davis+Gilbert’s partner.
“As soon as they activate any new functionality, it will be greatly influenced for the industry – but who knows when it happens,” Kibel says. “As well as depreciation of third -party cookies and quarantine privacy seems to be pushing back.”
Even without more specific information, however, it is possible to read between the lines, says Barnard.
“It looks like” nuclear logout “-What else would we need a few months?” Says. “And if the rates are high enough, this approach could be the final nail in the coffin and achieve a cookie depreciation without responsibility.”
Smoke signals
But perhaps a more important question is not what a challenge might look like, but rather how Google’s commitments to CMA, which require non -discrimination, says today, Stephen, a founding partner in the company today & Felver in the UK.
Consumers differ, whether they like or like personalization, he says. Surveys consistently show that about two -thirds of people are in order to trade in personal data for the service, while about 20% of people are against it.
“The key to solving the current debate on cookies and challenges is to build these different preferences,” he says today. “By enriching these signals rather than shortening the data, the world can move the world from the outdated cookies.”
🙏 Thanks for reading! It’s hard to know exactly what the future has. But no matter what happens with a call to select Google for Chrome, We hope this is what is for me for me. As always, do not hesitate to write me the line [email protected] with any comment or feedback.
