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Industry experts have largely welcomed Google’s delay in phasing out third-party cookies, however some warn that the extended deadline could slow innovation.
Last Friday, the tech giant announced that third-party cookies would now be phased out by the end of 2023, saying it needed more time to work with regulators and the industry to develop new tools in its Privacy Sandbox to replace cookies.
Experts tell AdNews the move is largely a positive one, and that the industry should use the extra time to improve their tools and strategy for a post-cookie world.
“The extended timeline gives the industry an opportunity to more thoroughly and calmly consider approaches to addressable advertising,” says Xandr product management vice president Ewa Maciukiewicz.
“There are many questions about the currently proposed solutions concerning feasibility and privacy that still need to be answered. Rushing any solution that may not address consumer concerns around privacy would be no better than the third-party cookie status quo, so this gives everyone the opportunity to refocus and proceed at a responsible pace.”
However, others such as M&C Saatchi Group AUNZ chief data officer James Collier, add that the delay could disrupt the race to find alternative solutions to third-party cookies.
“Yes, there is more time, but near term deadlines create urgency,” Collier tells AdNews.
“We’ve moved from having six months of runway to 2+ years. That breathing room could be a momentum killer.”
Here’s what others had to say:
Dentsu national head of programmatic James Gernon
I must admit that it’s a surprise to see Google extend their initial deadline, especially considering the speed at which Apple are rolling out their iOS privacy standards, but seeing some of the many solutions being looked, particularly Google’s FLoC and The Trade Desk’s Unified ID 2.0, I think it’s clear that more time is needed.
Is the delay frustrating?
Not at all, third party cookies are not fit for purpose and I think the initial announcement got us all talking about an issue that needed to be solved eventually. We’ve taken brilliant strides helping our clients understand the impact that this will have across their digital media investments and it’s led to some amazing conversations about measurement and how we can help in future proofing their businesses. We’ve been speaking about our own identity solution M1 for some time now with clients and the work I’m seeing is some of the best I’ve experienced throughout my career across multiple agencies.
Is this overall good news?
I certainly believe so, privacy and transparency of how people’s data is used is so important to us as an agency and we want to be more actively involved in these solutions, whether that’s even more testing of what’s out in market, testing new solutions that surface or…
Read More: Google’s cookie delay good news, but could be a ‘momentum killer’