Originally published on TheMediaLeader
Google's Reversal on Third-Party Cookie Removal
Google recently surprised the advertising industry by announcing that it would not remove third-party cookies from its Chrome browser as initially planned for 2025. This decision, made after several delays and controversies, aims to introduce a new user experience where individuals can make informed choices and adjust their browsing preferences at any time. This reversal was welcomed by companies like Criteo, which saw their business models threatened by the end of third-party cookies.
Regulatory Reactions and Future Implications
Google's decision to retain third-party cookies has also caught the attention of regulators, particularly in the UK, where the Competition and Markets Authority (CMA) closely monitors the tech giant's practices. However, Google continues to develop its Privacy Sandbox, a suite of tools designed to enhance privacy while supporting an ad-funded Internet. This strategic move could shape the future of online advertising, balancing privacy protection with the economic needs of publishers and advertisers.
À lire aussi
Qwarry launches contextual targeting for in-app and CTV
Qwarry is expanding its contextual targeting offering to in-app and CTV, combining context and advertising identifiers. This strategy allows for an omnichannel approach and meets the expectations of advertisers in the face of the decline of the open web.
Google keeps its cookies: a reversal after years of resistance
Google has finally decided to keep third-party cookies on Chrome after years of resistance. Instead of removing them, it will introduce a new feature that allows users to make an informed choice. The proposal is subject to regulatory approval.
