Richi 🤓 Jennings’ Post

It’s a dark and stormy night. High up in Alphabet Towers, the Google Privacy Sandbox team opens the roof to reveal the darkness above. Suddenly, a blinding bolt of light arcs down and slams into the table at the centre of the room. In the silence that follows, a form rises from the slab. A form of tracking once believed forever doomed to the grave. The Privacy Sandbox team raise their hands to the thunderous clouds above, and scream: "It's ALIVE!" 🧟♂️ I apologize for the somewhat dramatic introduction, but I felt I needed to make up for the rather limp manner in which Google themselves announced one of the biggest turnarounds in recent history. 🍪 A few days ago, Google announced in a blog post that they would be scrapping the planned depreciation of third party #cookies from Google Chrome, which was scheduled to happen at the end of this year, in favour of ‘an updated approach that elevates user choice’. This comes after years of announcements and delays regarding the change, which was going to be a seismic shift in how #marketing operated online. 🤔 How might this affect the future of the advertising industry? What drove Google to make this change? Read the full blog here: https://lnkd.in/e8YM75dm #cookies #thirdpartycookies #advertising #googlechrome

What a disaster. .@IndexExchange's is now the third study I have seen predicting CPM or revenue losses anywhere between 33% and 60% post third-party cookie deprecation in #Chrome, just 6+ months out from the supposed general release date of @Google's #PrivacySandbox. If, according to the Index study, PS CPMs are only 3% higher than non-cookie CPMs, why even bother? Especially when latency goes up by almost 30%. Either Google will shift the PS release yet again to fix PS (if they are serious about helping independents), or they will release it more or less as is, either because they don't care enough or because they concede signal loss post cookies is unfixable. @IABTechLab https://lnkd.in/gCijNBRE

Google's Cookie Conundrum: A Win for Advertisers? In a surprise move, Google has announced that it's scrapping its plans to phase out third-party cookies in Chrome by 2025! Instead, the tech giant will let users update their privacy preferences in the browser. But what does this mean for advertisers and the future of online privacy? Some say Google has caved to industry pressure, while others see it as a necessary compromise. Where do you stand? Share your thoughts! #Google #Cookies #OnlinePrivacy #Advertising #DigitalMarketing #DataProtection #BrowserWars #Chrome #TechNews #MarketingStrategy

🚨Google's decision to postpone third-party cookie removal in Chrome reflects regulatory pressures and industry feedback. Impact? Businesses get more time to adapt advertising strategies, while user privacy remains at risk until Google's alternatives are in place. Find all the details here 👇 https://lnkd.in/exJgNVnf #google #cookies #advertising #chrome #strategies

Amid the seismic shift away from third-party cookies, marketers are navigating a new landscape. Google's trials hint at a future where precision and privacy coexist, yet with only 1% of Chrome traffic cookie-free, the journey ahead is monumental. As we adapt, let's not lose sight of creativity's power. The true challenge? Balancing innovation with integrity. #MarketingEvolution #DigitalPrivacy #FutureOfAdvertising https://bit.ly/3U5eYHe

When Google announced it would no longer deprecate third-party cookies in Chrome, it represented a change in its direction but not a change in direction for our industry. When given a choice, the modern privacy-conscious consumer opts out of perceived intrusive tracking. Therefore, despite Google's decision, our industry's trajectory remains unchanged. All our preparations for a cookieless future are as crucial now as they were before this announcement. We must stay the course and embrace what we should now call the 'privacy-first era.' 🇩🇪 Read the full article over at absatzwirtschaft to understand why we need to accelerate, not slow down, our transition to privacy-centric advertising: https://hubs.la/Q02L49dg0 InfoSum #PrivacyFirst #FirstPartyData #DataCollaboration

What a disaster. .@IndexExchange's is now the third study I have seen predicting CPM or revenue losses anywhere between 33% and 60% post third-party cookie deprecation in #Chrome, just 6+ months out from the supposed general release date of @Google's #PrivacySandbox. If, according to the Index study, PS CPMs are only 3% higher than non-cookie CPMs, why even bother? Especially when latency goes up by almost 30%. Either Google will shift the PS release yet again to fix PS (if they are serious about helping independents), or they will release it more or less as is, either because they don't care enough or because they concede signal loss post cookies is unfixable. @IABTechLab https://lnkd.in/g_MhhaCz

Google's choice to keep third-party cookies in Chrome and introduce user prompts is a huge deal for marketers. Thankfully, this gives agencies like ours more time to develop privacy-friendly alternatives for our partners.This move highlights the need for brands and businesses to innovate and adapt, focusing on user consent and transparency. While it’s similar to Apple's tracking changes back in 2021, the exact impact is still very much up in the air.At our agency, we see this as an opportunity to lead in ethical marketing and build stronger, trust-based relationships with our audiences. This balanced approach benefits everyone, especially consumer data and privacy. https://lnkd.in/gq8DrSAY #google #cookiepolicy

Regardless of the decision to delay this further, we are living in a post-cookie environment and its important we continue this trend and use new data strategies that puts user-privacy first. There has been incredible effort from all sides of the ad-tech ecosystem, and the future for data driven marketing is bright. #programmatic #dataprivacy #reuters

By now, you've probably heard the news: Google's farewell to third-party cookies faces yet another delay. But let's delve deeper into what our Chief Technology Officer, Wilfried Schobeiri, and other industry experts think about it in Marketing Dive! The journey towards enhanced privacy began long before Google's cookie saga, and whether cookies vanish in 2024 or 2025, is irrelevant. What truly matters is prioritizing consumer privacy. Rather than postponing the move to cookieless, advertisers should seize this chance to invest in privacy-friendly alternatives, regardless of future industry decisions. Read the expert's thoughts: https://lnkd.in/eHHy6Ucc #TechNews #AdTech #ThirdPartyCookies #PrivacySandbox