ICYMI: Google Delays Cookie Removal to Late 2023 – Digilant’s response
While the digital advertising industry at large will sleep well tonight, knowing that our time with third-party cookies isn’t up just yet, we don’t expect advertisers will be standing by for long. The delay is just that, a delay – in large part to combat recent scrutiny over FLOC and to ensure industry stakeholders are well prepared for the demise of cookies.
In the next two years, advertisers will undoubtedly continue to get their fill of third-party cookies. Still, we’ll also start to see momentum around testing and learning for cookieless alternatives to identity and measurement – many of which Digilant has already invested in through our highly curated partnerships with companies like Google, MediaMath, The Trade Desk, LiveRamp, Facebook, and more.
We will continue to seek out and invest in solutions to ensure our clients are well prepared for a future without cookies. We will also continue to provide our clients with smart recommendations on what strategies are future-proofed for the long haul and what strategies will need to be adjusted to meet evolving industry changes.
Ultimately, we are hopeful that the culmination of Google’s delay and recent iOS changes will be new sets of advertising solutions and regulations that are beneficial to both advertisers and consumers.
Have a question about the recent Google news or the depreciation of third-party cookies in general? Feel free to reach out anytime. Contact us here.
Learn more about the depreciation of third-party cookies on our cookieless content hub here.
And, check out press coverage of our response across industry publishers…
Google delays phase-out of third-party cookies – industry response
Google’s decision to delay the phase-out of third-party tracking cookies in its Chrome browser took the industry by surprise. Or did it? Read on to hear what Digilant’s CEO made of the news…