Comment: Adtechs on Google phasing-out cookies in Q1 2024


Google has confirmed that it will start phasing out third party cookies for 1% of Chrome users from the first quarter of 2024.

The global search giant also said that the second phase, due to begin in the second half of next year, will see it disable third-party cookies for all Chrome users.

Google’s announcement comes after a series of delays due to the tech company allowing the world’s marketing agencies and brands more time to adjust their advertising strategies ahead of the phasing out of the cookies.

Here’s how some on the industry have reacted to the news…

Paul Coggins, AdludioPaul Coggins, CEO Adludio

“Google continues to prevaricate on the demise of cookies (they are going/they are not, they are gone for some/not for others). It’s exhausting and symptomatic of Google’s bigger fears around how it protects its own ad revenue streams.

“Google should move on, as most of the adtech world already has. A better ad experience coupled with data privacy for consumers is now the norm.

“The next, real frontier for innovation is how the rapidly evolving world of AI is impacting ad creativity and delivery.”

Lukasz-Włodarczyk-rtbhoueLukasz Wlodarczyk, VP Programmatic Ecosystem Growth & Innovation, RTB House

“Many active participants in the Protected Audiences API have had trouble understanding the solutions on offer so far.

“This is what makes this announcement so significant. We need to test in a completely cookieless world to truly understand how to prepare, which we’ve been unable to replicate on Chrome to date.

“While 1% might seem low, it is a good enough sample to give us a clear understanding of what cookie deprecation will look like.

“It also provides an opportunity to give feedback to Google on the success of the solution, to effectively prepare for the full scale removal.

“While the update is welcomed, it might give others the much needed reminder that the cookieless world isn’t far off, which cannot be ignored.

“I imagine it will encourage SSPs and other adtech providers to assess whether they are prepared, and if not, it’s clear that they must take it more seriously.”

Travis Clinger, LiveRampTravis Clinger, Senior VP Addressability and Ecosystem, LiveRamp

“While Google formalised its timing today, we’ve been ready for the final transition to cookieless for some time, and are already enabling addressability for 450+ marketers and 14,000+ publisher domains.

“Marketers, publishers, and other stakeholders may have adopted a wait-and-see approach, but the codifying of the timeline is encouragement for those who may be delayed.”

“Google’s update provides further clarity for the ecosystem, and encourages stakeholders who have not yet begun their own cookieless transitions to start now.

“Cookieless marketers are already benefiting from more accurate reach, measurement, and better ROAS across the internet as a result of cutting-edge integrations and partnerships.”

Oliver-whitten-adformOliver Whitten, COO, Adform

“While it’s promising to see that Google is finally ready to test 1% of its users in a cookieless environment, this isn’t the first time we’ve heard timelines from Google.

“They’ve had the ad market running from pillar to post with little understanding of the outcome – so it’s no wonder that not everyone is prepared.

“There is still a lack of clarity around aspects of the sandbox and Advertisers shouldn’t wait on a ‘maybe’. Instead, they should adopt technologies that already exist today for cookieless environments like Safari and Firefox to build their strategies.

“Despite delays, cookie depreciation on Chrome will eventually come and advertisers should prepare by acting now.”

Tim Geenen-raynTim Geenen, Co-Founder and CEO, Rayn

“Google is sending the right signals here – it’s obviously very challenging to re-architect the way audience management has been done for so long.

“The question is still what the performance tradeoff is between strong first party data and contextual driven cohorts.

“Publishers keep investing in increasing their first party data, but especially in Europe a large part of their inventory isn’t consumed by people that have disclosed their identities.

“What is most important is that consumer’s privacy is respected, and as the industry moves away from individual tracking, synthetic cohorts, context, and moments will be key measures advertisers use to understand audiences and drive conversion when looking for scale.”

Nadia Gonzalez, ScibidsNadia Gonzalez, CMO, Scibids

“Scibids welcomes Google’s initiatives to phase out cookies in Chrome and replace it with new tools such as the Privacy Sandbox.

“As we have participated in several working sessions with industry bodies such as IAB and W3C to work on these new standards, we are confident that Google’s new APIs will help improve user privacy while enabling a free, ad-supported internet.

“We are looking forward to having the ability to test “at scale” the new APIs and the Privacy Sandbox. Ultimately, it’s a matter of balance between safeguarding digital advertising key use-cases, which are around measurement, attribution and retargeting, and removing the bad habits of invasive cross-site tracking.

“In the cookieless world, AI will be key, thanks to its ability to ingest voluminous and non user-related data, and make sense of datasets that pool users in groups, as opposed to individual cookies.”