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.
À lire aussi
The Importance of Innovation Outside the Open Web in Adtech
Geoffrey Berthon (Qwarry) explains that adtech must shift towards innovative solutions beyond the open web. He highlights the importance of CTV and retail media, while lamenting the lack of attention paid to CSR despite its positive impact on advertising performance.
.jpg)
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.
