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Do you remember when the first official year of the post-Cook era was supposed to be the first official year? Well, apparently it didn’t happen, and it seems that it happens soon. And it will definitely not happen sometime after Google in Chrome introduces its user selection mechanism for people to allow or block third -party cookies.
“If there is a wild amount of login, then yeah, a third -party cookie in Chrome ecosystem is probably alive and well.” If it is [a] Wild amount of logout, if there is no critical amount around a third -party cookie, it is really dead, even if it lives in a small percentage. We are simply – we do not know how to shake it, ”said Anthony Katsur, CEO of IAB Tech Lab, in the latest episode of Digiday podcasts, which was recorded on the eve of the Palm Springs Interactive Office, California, which closes on January 28.
If Katsur had a way, third -party cookies would not be in the mowing block first. In addition, other technologies, such as the IP address, will continue to be available to identify the audience and track them across devices. At least until the acceptance of the possibility of identity in the field of privacy will be accepted.
However, it may take a while for the Post-Cookie of the Digital Advertising Industry to be concentrated.
“It will be a year of identity solution, a year without ID. [solutions] I think the next decade. I think this is a ten -year trajectory we are on. And I think it is a combination of regulatory forces, the machinations of great technology is what I think will do it, ”Katsur said.
Here are several peaks from the conversation that have been modified for length and clarity.
A case for a cookie
My sincere feedback is that third -party cookies should not be left at all, because it is supported by interoperability between sellers and browsers for 25 years. Cookie alone is not a bad actor. Bad actors who abuse the use of cookies and who do not comply with the Consumer Data Protection Act and abuse cookies to this extent.
Case for stronger recovery of privacy vs. 3P Elimination of Cookies
States are very proactive here. California has already shown to be forced. GDPR was forced; In Ireland and other jurisdictions, GDPR has been promoted throughout Europe. So there was a recovery. I would like to see stricter enforcement. I would like to see stiffer sanctions for those who abuse the privacy of consumers or do not respect the privacy of the consumer.
A case against a mechanism of consent of a new user in Chrome
Our feedback on [U.K.’s Competition and Markets Authority, which is effectively overseeing Google’s cookie phase-out plans] We are just concerned about how [Chrome’s user choice consent mechanism] will be placed on the consumer. All chrome credit; Chrome already has very robust privacy checks in its preferences and is a deep click. So our feedback was, do not confuse the consumer. And what could be reflected in some form of the browser consent dialog box, that the consumer no longer has access to one click. If it was really a consumer concern, they are clicking from adjusting their personal data protection preferences.
Post-Cookie preparation
As long as third -party cookies are alive and kicking, industry will continue to use this interoperable token among providers. There is still a very active use of a cookie. However, the more companies I speak, the more of them the emergency plans and/or test other solutions, other approaches to identity. So the industry is given time to kick tires to other approaches that-and I and I really believe it is when it is a third-party cookie effectively, industry will have alternatives.
https://digiday.com/?p=566555