Greg Rizzardi’s Post

Google's Privacy Sandbox faces significant concerns from industry bodies and regulators. Industry leaders are voicing concerns about potential revenue drops, ad performance issues, and competition impacts. Learn more about the challenges and implications for advertisers in this detailed Econsultancy article 👇

Google's announcement to retain third-party cookies has been met with mixed reactions. Some marketers, who were not yet taking action to mitigate the phase-out, are now relieved, feeling their 2025 objectives are safe. Conversely, those who were already working hard to adapt are feeling confused and betrayed. The reality is that while Google might not be deprecating third-party cookies right now, the industry continues to evolve, adding layers of complexity to marketers' and advertisers' jobs. Please don’t let Google's decision be an excuse to pause your innovation efforts. Keep pushing forward and embracing new technologies—the future waits for no one! https://lnkd.in/d4wce3zT

https://lnkd.in/e54mFms4 - source AdExchanger and writer Alyssa Boyle - thanks for the coverage! Here at 85SIXTY we're constantly tracking industry trends that intersect with the work we do so we can keep our customers up to date. We reached out to our VP, Consumer Engagement Alex Klein to get her take on the recent move by Google "It’s not all that surprising it’s delayed again, to be honest. However, our take remains the same that it’s still smart and necessary to plan ahead knowing it’s going to happen eventually. A ton of research has been done to prove out 1PD outperforming cookies at every turn. Yet the extended timeline somewhat eases people’s urgency on this topic, as it’s no small thing, and the more runway the better to prepare. We already see impacts to this today with the percentage that are depreciated on Safari and Firefox so the threat still remains." #google #firstpartydata #cookies #cookiedeprecation #1PD #consumerprivacy #martech

💥GOOGLE NEWS💥 After years of delays and regulatory hurdles, Google has pulled the plug on removing third-party cookies in Chrome, instead proposing a new opt-out system for users. Learn more >>

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

📣 IMPORTANT 📣Publishers are at risk of unfair disadvantage as Google continues its quest to control both sides of the digital ecosystem and its data infrastructure. Emry Downinghall wrote an amazing piece for AdExchanger about the ways publishers can take back control of their revenue strategies and their destiny with identity and flexible sign-on solutions to drive authentication. Emry and Unwind Media are championing the open internet through change. How about you? https://lnkd.in/edS-amR3

🍪 Google Abandons Plan to Phase Out Third-Party #Cookies 🍪 In what has come as a surprise move, Google has U-turned on its decision to block third-party cookies on its browser, Google Chrome. It is difficult to say what direction Google will take with the Privacy Sandbox since there is very little information. One thing we know for sure is that Google aims for a new experience in Chrome that lets people make an informed choice that applies across all of their web browsing. While advertisers might be relieved now, it could be short-lived with more likely changes coming up in the future, as announced by Google. Regardless, it is good to prepare for a "low-cookie" advertising environment.

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

Criteo yesterday gave some feedback on their Privacy Sandbox testing. They are one of the companies testing the most intensive and already started testing in the early phase of the Privacy Sandbox. "If Google were to shut off third-party cookies today and implement the current version of the Privacy Sandbox, publishers would see their ad revenue on Chrome tank by around 60% on average." "Criteo also observed a more than 100% increase in load time for ads rendered on Sandbox traffic." "Privacy Sandbox creates an enormous advantage for Google’s advertising business, including putting Google Ad Manager in a position to boost its market share from 23% to 83%." Those results are pretty alarming. IAB Techlab yesterday released a second version of their Fit Gap Analysis showing some changes but still many major usecases not being supported in the future. I think there remains a lot to do and improve. Otherwise it is pretty hard to really scale that setup. See Criteos detailled feedback here: https://lnkd.in/eMER-RnV

Third-party cookies deprecation entirely scraped by Google. Conclude from that what you want about Google and adtech. Though that certainly freezes most of the lukewarm efforts that were being made to improve the ecosystem. Money quote: "In light of this, we are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time. We're discussing this new path with regulators, and will engage with the industry as we roll this out." https://lnkd.in/d8kSG9_q