The ad industry has been reacting to Google’s surprise announcement that has abandoned plans announced four years ago to block third-party cookies from its Chrome internet browser.
Google said it will instead, external pursue a new approach which will give users an “informed choice that applies across their web browsing” and is discussing next steps with regulators.
This suggests the firm is not abandoning its alternative approach to advertising, but will allow a third-party cookie based system to operate in parallel, presumably with users seeing a pop-up asking them to turn cookies on or off in the future.
The chair of the IPA Digital Media Group and digital partner at EssenceMediacom, Amy Lawrence, said: “Whilst Google’s announcement rippled around the industry on Monday evening, the initial shock that it wasn’t just another delay, swiftly turned into pragmatism on Tuesday morning. For a long time agencies have been working closely with their clients to ensure robust testing in this area, and this will continue with a multi-signal approach as essential as ever.
“Although not yet clear what the new User Choice will look like, it is safe to assume that we will see significant signal loss – with an obvious comparison being the release and subsequent impact of iOS 14.5 in 2021.
“We will continue to leverage our relationships with Google to gain more clarity on the changes, all the while continuing to tread the testing path we have already laid out.”
Jon Mew, CEO, Interactive Advertising Bureau UK, added: “This news represents a significant shift in Google’s approach to third-party cookies, but it isn’t and shouldn’t be a return to cookies as the default. Our industry has made huge progress over the past four years and this process has irrevocably reshaped the digital ecosystem – that doesn’t just evaporate with the removal of Google’s cookie deadline.
“The reality is that a big proportion of the open web can’t be addressed by third-party cookies already so continuing to pursue other ways of targeting and measuring audiences is vital. It’s also important to note that the ICO has responded by encouraging the industry ‘to move to more private alternatives to third-party cookies – and not to resort to more opaque forms of tracking.’
“Many of our members have more questions than clarity this morning and we are working to ensure that we get answers and the industry’s views are heard. Ultimately, our hope is that the removal of Google’s deadline restores a level of certainty and control to the wider industry that is conducive to further productive collaboration and development in this area. We will continue to support all of our members on this journey.”
Damon Reeve, CEO at Manchester and London-based ad publishing platform Ozone said: “Google’s recent announcement about providing Chrome users with more control over their data underscores the complexity of the Privacy Sandbox. Like GDPR and Apple ATT, this move looks to prioritise consumer interests, aiming to enhance online experiences by reducing intrusive ad tracking.
“While the full impact of these changes on audience addressability in Chrome remains uncertain, it’s clear that they will influence media buying strategies. Publishers and ad tech intermediaries will need to adapt, but this is not a new challenge. Privacy Sandbox will likely continue as a targeting framework, though not the sole solution for privacy concerns.
“At Ozone, we are confident in our ability to deliver greater addressability across the Premium Web, irrespective of third-party cookie deprecation. The recent PwC audit of our Premium Web Methodology validates our approach to delivering addressable media, ensuring value for both brands and publishers. We remain committed to a first-party data-driven ecosystem that benefits consumers, publishers, and brands alike.”
Stephen Bonner of the Information Commissioner’s Office added: “It has been our view that blocking third-party cookies would be a positive step for consumers. The new plan set out by Google is a significant change and we will reflect on this new course of action when more detail is available.”
Cookies, small files stored on your computer by businesses other than the website you are visiting, have historically been an essential part of the way digital advertising works. They allow advertisers to track user behaviour across websites – allowing them to profile consumers according to their interests.
