Google to extend support for third-party cookies until 2023: Adtech react


Google planned to extend the lifespan of third-party cookies for nearly two years. The code-based technology is to serve targeted ads.

On 24 June, the ad tech industry breathed a sigh of relief after Google announced it would extend support for the third part cookies till 2023.

The cookie phase-out process is in stages, starting in 2022. Follows testing in phase1 publishers, and advertisers ‘will have time to migrate their services’ over nine months. In stage 2, beginning in 2023, ‘chrome will phase out support for third-party cookies over three months.

Google launched the “Privacy Sandbox” to protest user privacy on the open web, proposed after Apple blocked third-party cookies on safari and the opt-out option for tracking on Ios14.

Over the last several months, the adtech industry has messed up to search for an alternative solution to cookies. Unified ID 2.0 is the most prominent alternative, which could capture the email addresses from publishers, which had received pushback from publishers.

Professionals in the industry shared their thoughts with the campaign about giving adtech a little more time.

Patrick O’Leary, CEO, CRM Boostr

 A good opportunity for the ad industry to unite and align alternative solutions to FLoC. To solve the competing needs of the consumers and advertisers who fund the free web without letting the biggest monopoly should decide when it should be solved and when their intentions have been self-serving.

Paul Silver, global chief strategy officer, MiQ

Google wants to ensure addressability is still possible in future advertising. The time is given to the industry to find the best solution that works for the specific goals of different advertisers. We believe that the result will be a combination of solutions that involve both authenticated data and cohort data across the open and closed web.

Andrew Casale, president, and CEO, Index Exchange

With all the points raised that the Privacy sandbox continued to prompt, Google’s original timeline became more realistic. The ad tech industry continues to adapt and prepare for this new world extension gives industries a respite on designing a privacy-first providing benefit to stakeholders.

Sean Cullen, EVP of product and technology, Fluent

The new timeline allows publishers to respond to third-party cookies without added pressure and uncertainty that a quicker timeline would create. Google didn’t receive the buy-in for FLoC more quickly. Instead, pushback stalled its adoption. Expecting eventual changes will be more of an evolution than a revolution.

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