Comment: Adtechs on Google updating its EU cookie consent banners

google - Image by Photo Mix from Pixabay

This week Google made a major tweak to its consent pop-up message to make it easier to accept or reject cookies.

Google consent banners

The move is aimed at appeasing European lawmakers and users will soon see a new cookie consent choice of Reject All alongside the usual Accept All option. 

So we’ve been asking the adtech sector what it thinks of the move…

Luke Hills, Head of Growth, Adludio

“Google is showing signs, with this latest change to their cookie opt-in process, of adhering to EU law, which should be seen as a positive step. However another opt-in pop-up is likely to frustrate and annoy people. 

“Therefore, the focus needs to be on educating people on what exactly happens to their data and how it’s used for the purposes of digital advertising. 

“Although these measures are necessarily based on the years of monopoly in the ad space by the likes of Google, there must be more of a focus on choice across both sides of the digital value chain as the EU takes a leading role in levelling the playing fold. 

“This provides independent global technology business value. Nevertheless, these changes only put more focus on innovation, creativity, and context in a post-cookie world and creative technology companies sit at the heart of these changes.”

Michael Ossendrijver, CEO EMEA, Incubeta 

“As proponents of customer centricity in marketing, we support clear and understandable content processes for consumers. 

“We believe Google aligning itself more with European privacy legislation will improve trust European consumers can have in Google and other large international companies collecting data in Europe, and increased consumer trust will ultimately boost the quality of the entire digital marketing ecosystem.”

Joe Root, Co-Founder & CEO, Permutive 

“Google creating a ‘Reject All’ cookie option signals a move towards consent that will have huge ramifications for the entire ad tech ecosystem–the impact of which will be bigger than the deprecation of third-party cookies.

“If Apple’s anti-tracking moves in mobile show us anything, it’s that when given a choice, consumers will opt-out. When consumers opt out, advertising stops working.

“With big tech taking steps to comply with data laws, the ad tech industry must adapt now or risk their businesses. 

“In addition, advertisers must prioritise building relationships with those who have and can continue to collect consented data and contextual insights, especially in an age where consented user data is increasingly becoming an invaluable commodity.”

Matt Nash, Managing Director UK, Scibids

“It’s no secret that users dislike complicated or unclear consent forms. With that in mind, this is certainly a step in the right direction, benefiting consumers across Europe.

“However, from the point of view of brands and advertisers, the ecosystem needs to start behaving as if Google has already deprecated third-party cookies, building working practices that put privacy front and centre. 

“This means developing strategies and using technologies where PII is no longer fueling targeting.

“Invariably, the data that is still available will need to be privacy-friendly, such as contextual signals and first-party data, and will be kept in disparate systems. Powerful AI can then turn this data into an incredibly usable and effective resource without the need for third-party data. 

“With these options already available, the transformative changes we’re seeing in 2022 shouldn’t come as a surprise to advertisers – acting slowly could be costly.”

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