Originally published on Stratégies.
Google Retains Third-Party Cookies
Google announced that it will not remove third-party cookies from Chrome, marking a major shift from its announced strategy. Now, users will have the option to enable or disable the Privacy Sandbox. This decision surprised the advertising industry, as Google had initially planned to eliminate third-party cookies by 2025 after several delays. Criteo, which tested the Privacy Sandbox with Google, revealed it would cause a 60% revenue loss for publishers, intensifying criticism of the solution. Many companies had already heavily invested in alternative technologies and feel betrayed by this reversal.
Impacts and Uncertainty in Adtech
Google's decision has caused major concerns in adtech. Many experts believe that the Privacy Sandbox was not yet mature enough to replace third-party cookies. Companies that built their strategy on this new ecosystem are now left explaining this turnaround to their investors. Additionally, the future distribution of ad budgets between solutions with and without cookies raises new questions about the viability of the advertising market in a hybrid environment.
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