DPO Consultancy’s Post

🙄 Google has DELAYED the deprecation of third-party cookies in Chrome for the THIRD time. Why? Google says that the delay is necessary because of industry and regulatory pressure. The UK Competition and Markets Authority is investigating Google's Privacy Sandbox, which is a set of tools that Google is developing to replace third-party cookies. The CMA is concerned that the Privacy Sandbox could give Google an unfair advantage in the advertising market. Some industry executives are also concerned that the Privacy Sandbox is not yet ready for widespread use. They say that the APIs in the Privacy Sandbox are not powerful enough to support all of the use cases that are necessary for digital advertising. Google says that it is committed to developing a privacy-preserving solution for online advertising. However, it is clear that there is still a lot of work to be done before such a solution is ready. Read more in the article: https://lnkd.in/enDbrs-2 #programmatic #adtech #cookies

Google continues to shock us all! (not 😅 ) The writing has been on the wall for quite some time now. With increased anticompetitive lawsuits and pushback on the efficacy of their recent privacy sandbox solution-- its obvious Google was never going to meet the 2024 timeline. If you're a Publisher, Agency or Brand, I'd highly reconsider the urge to shift your focus away from continuing to test alternative signals to future proof your business. Now is no time to stay complacent waiting for Google to dictate the new addressable market in 2025. Double down on UID 2.0, RAMP ID and contextual identifiers (Verity, Seedtag to name a few). Test, Test, Test! Here's 🥂 to hoping AdTech and the IAB takes this news as an opportunity to proactively reconstruct the open internet with a privacy centric framework, designed to benefit consumers, publishers, and advertisers.

What does Google's recent loss , in the anti trust case , mean for the advertisers? * More Ad Platforms: The ruling could force Google to open up its ad ecosystem, allowing for more competition from other platforms. * Fairer Bidding: Advertisers might benefit from a more transparent and fair bidding process, potentially reducing the cost-per-click (CPC) for certain keywords. * Data Restrictions: If Google is forced to share data or limit its data collection practices, it could impact the effectiveness of targeted advertising. * Privacy Focus: Increased privacy regulations and restrictions on data usage could lead to a shift towards privacy-centric advertising solutions. * Platform Changes: Google might implement changes to its ad platform to comply with the ruling, which could lead to disruptions for advertisers. * Legal Battles: The legal process could be lengthy, and the outcome uncertain, creating an environment of uncertainty for advertisers. * Emergence of Competitors: The ruling could create opportunities for smaller ad platforms to gain market share, offering advertisers alternative options. * Innovation: Increased competition might drive innovation in advertising technologies and formats.

Google’s latest move doesn't exactly come as a shocker, does it? 😅 It's been evident for a while now, with the surge in anticompetitive lawsuits and skepticism surrounding their privacy sandbox solution, that meeting the 2024 deadline was unlikely for Google. For Publishers, Agencies, and Brands, now's the time to rethink the urge to sit back and wait for Google's timeline in 2025. Instead, consider doubling down on testing alternative signals to future-proof your business. Explore options like UID 2.0, RAMP ID, and contextual identifiers (think Verity, Seedtag, and more). It's all about testing, testing, testing! Here's to hoping that AdTech and the IAB seize this news as an opportunity to actively reshape the open internet with a privacy-centric framework, one that benefits consumers, publishers, and advertisers alike.

Third time is the charm? Google announced yet another delay (3rd time) in its plan to phase out third-party cookies on Chrome, marking a significant pivot in the timeline for digital marketing landscapes. This decision underscores the intricate dance between advancing privacy measures and preserving the vitality of the ad tech ecosystem. The ongoing saga serves as a critical reminder of the importance of collaboration and flexibility within the ad tech community. These changes will undoubtedly shape the strategies and technologies that define the next chapter of digital marketing. It is vital that we keep vigilant as changes go into effect. #DigitalMarketing #AdTech #Privacy https://lnkd.in/gRpEN-gb

🍪 You'll never guess what just happened. After years of saying it will, Google won't eliminate the third-party cookie in Chrome after all. 🍪 Since 2020, Google has said that the third-party cookie’s days were numbered – which resulted in years of debate, soul searching, adtech innovation and regulatory tumult. After years of testing new solutions, the tech giant has decided to take a new direction that supposedly empowers the users. Read our associate editor Kendra Barnett’s report here. And then don’t hesitate to share your views with us here. #adtech #advertising #cookie https://lnkd.in/eJkXp-k8

Google’s reversal on reducing reliance on third-party cookies is no reprieve for publishers. The shift to a privacy-first approach and reducing cookie usage through opt-in processes remains critical. At Novatiq, we advocate for scalable, privacy-centric solutions that prioritise user consent and data security. Adapting to this new landscape will ensure sustainable growth in a privacy-first digital environment. Article by Kayleigh Barber for Digiday https://lnkd.in/gZyqH-bE #digiday #publishers #publishing #cookies #google #cookiedeprecation

Google’s reversal on reducing reliance on third-party cookies is no reprieve for publishers. The shift to a privacy-first approach and reducing cookie usage through opt-in processes remains critical. At Novatiq, we advocate for scalable, privacy-centric solutions that prioritise user consent and data security. Adapting to this new landscape will ensure sustainable growth in a privacy-first digital environment. Article by Kayleigh Barber for Digiday https://lnkd.in/e8JKsABi #digiday #publishers #publishing #cookies #google #cookiedeprecation

With all the news about Google delaying (again) the roll-out of cookie deprecation, it seems to me a key component (that coincidentally happens to drastically favor Google) is getting slightly overlooked. On the surface, Google planning to roll out "IP masking" is a good thing. Google asserts that this feature will enhance user privacy on Chrome by batching and masking IP addresses according to region. This approach would, in theory, conceal users' specific locations. However, it's essential to note that while IP masking hides locations from everyone else, Google retains access to this detailed location data. If implemented, while competitors are restricted to targeting broader regions, Google will continue to possess precise location insights. I am all about enhanced privacy, but this is not that. https://lnkd.in/gpgg7rmi

Google's plan to deprecate third-party cookies is facing a hurdle as the UK's Competition and Markets Authority (CMA) has raised concerns regarding competition issues related to Google's Privacy Sandbox program. The CMA has expressed concerns about Google benefiting from user data while limiting competitors' access, potentially advantaging its ad tech services, and hindering the identification of fraudulent activity by publishers and advertisers. A delay in deprecation could give brands additional time to explore alternatives. However, Google still has time to address the concerns before the planned deprecation in the second half of 2024. The CMA is working with Google to resolve these issues and will provide an update in its next quarterly report in April 2024. The CMA aims to ensure fair competition and is particularly focused on addressing concerns related to the design of Privacy Sandbox tools and preventing self-preference of Google's advertising services. #PPC #SEA #Ads