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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Cookieless: The Digital Alliance Publishes Two Guides on Activation
The Digital Alliance has released two new guides on cookieless targeting and measurement solutions. These tools aim to prepare advertisers for the post-cookie era and explore alternatives like identifiers, user cohorts, and contextual solutions.
G. BERTHON (Qwarry): "Starting now, brands must implement a strategy for the 2024 Olympics.
Qwarry, specialized in targeting and semantic analysis of advertising campaigns, has announced the launch of its "2024 Olympics" offer. This gave mediaCom’ the opportunity to discuss the offer with Geoffrey BERTHON, co-founder and CEO of Qwarry. Qwarry is launching its 2024 Olympics offer. What does it represent for advertisers?
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