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Google’s Delay in Third Party Cookie Deprecation Shouldn’t Stop Identity Innovation

google delays third party cookie deprecation

The third party cookie continues to receive unexpected lifeline extensions. Recently, Google further delayed the deprecation of the third party cookie until 2024. Google previously outlined several adjustments to their Privacy Sandbox on, among which was a delay in the deprecation of third party cookies on Google Chrome’s browser and they provided further clarity into its launch framework for future solutions. 

  • More Transparent Testing Framework – Google created a public development process and suspended the FLoC’s testing phase. The new framework will require three phases: discussion, testing, and adoption. Each phase will have “rigorous” thresholds in order to move to the next phase.
  • Third Party Cookie Deprecation – Nearly two years after its initial announcement and only six months from implementation, Google needs more time. Based on this revised timeline, Google will start to phase out third party cookies in 2023.
  • App Privacy Reports – Building on the iOS 14.5 release allowing users to opt into app tracking, users will now have access to a dashboard that shows what data is collected, the frequency of data collection (related to cameras, microphones, and geography), and how much data is shared with third parties.

As brands, agencies, and adtech companies prepare for a cookieless future, the delay in third party cookie deprecation may be surprising and frustrating. Thousands of man-hours and millions of dollars were invested in developing solutions and adhering to a timeline set by one major player in the industry. Ultimately, it is important to focus on existing truths:

  • The Third Party Cookie Is Still Going Away – While it may take longer than expected, the industry’s reliance on the third party cookie continues to fade. Apple and Mozilla have already eliminated the functionality within their browsers. The depreciation of cookies in any browser has a direct impact on targeting, attribution, and optimization strategies.
  • New Regulations Will Be Enforced – The delay gives Google more time for industry discussion, testing, and adoption while also adhering to the enforcement window of CPRA (California Privacy Rights Act) which also goes into effect in the second half of 2023. Further regulation can be expected in the coming months and years which will impact the future of addressability.
  • There Are Several Universal ID Considerations –  Developing an identity strategy that is not dependent on one linkage pair is imperative. This is an opportunity to further educate yourself on the differences between interoperability and universal identifiers (see our previous blog on different identity solutions). Terms like UID2.0, Ramp ID, first-party proprietary identity graphs will be sold in many different ways with each company selling its solution differently.

For many, the tech giant’s announcement illustrates the need for decisioning transparency and a more level playing field in an industry where too few have voices that can be heard.

How can TrueData help customers prepare for a cookieless future? TrueData’s privacy-forward approach and innovative data products were built from the group up to future-proof customers addressability challenges. Our omnichannel identity graph includes over 70% of the U.S. population, enabling clients to enrich their 1P data sets, add incremental data, and target customers across screens without ever using cookies. 

 

 

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