Google Delays Third-Party Cookie Removal: What Does It Mean For You

Google Delays Third-Party Cookie Removal: What Does It Mean For You

Google delays, once again, its decision to remove third-party cookies for advertising. The anticipated replacement is planned for late 2023, but according to its latest update, the tech giant is holding it off until 2024.

In a blog post, Google’s VP of Privacy Sandbox, Anthony Chavez, claims that the company has received feedback that the digital advertising industry needs “more time to evaluate and test the new Privacy Sandbox technologies.”

He adds, “This deliberate approach to approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.”

Ultimately, the goal is to ensure users can enjoy online privacy. This is the second time the company pushed back the timeline, giving publishers and advertisers at least two years to iron out their plans for developing privacy-directed targeted ads.

The delay is a reprieve for many ad and eCommerce businesses that have reportedly taken a hit from Apple’s privacy changes. The changes have limited advertisers from accessing user identifiers, which cut an average mobile advertiser’s ROI by as much as 40%. Facebook, for one, has claimed it will lose about US$10 billion in ad revenue following the privacy changes.

Ensuring user privacy comes at a cost, and Google claims there are third-party alternatives to the cookie.

But what does this all mean for publishers and advertisers?

How to Prepare for Third-Party Cookie Removal

The push back of the deadline means time to address the looming demise of third-party cookies. Publishers and advertisers should use this time to develop strategies to strengthen media campaigns. Here’s how you can get started:

Leverage First-Party Data

Without third-party cookies, digital advertisers will have to work with first-party data. It’s the key to embracing a cookie-less world because it benefits the users. So it would make sense for publishers and advertisers to improve their first-party data collection. Precise and thorough implementation of data collection mechanisms will help solidify targeted and personalized campaigns, particularly for those who have previously engaged with the brand.

Future-Proof Consent Solutions

As you slowly embrace first-party data, implementing the best practices for cookie consent management solutions should be taken to heart. This ensures that first-party data collection is aligned with compliance and regulations. This strategy helps you inform your customers about your data collection and protection processes. As you increase your transparency, your earn your consumers’ trust, making them more lenient in providing consent for data collection.

Explore Second-Party Data

While investing in first-party data has immense benefits, you shouldn’t forget the fact that you can also explore second-party data. This data means securing first-party data from someone else. Google and Facebook, for example, these companies have aggregated audience data from their platforms. Second-party data can also be available from leading publishers that usually offer video, display, and native buys on top of data they own, specifically during programmatic private auctions.

Third-Party Cookie Removal: No Time to Waste

Third-party cookie removal may not be until 2024. But, it doesn’t mean you should continue relying on your old ways. The delay only means more time to prepare for expected changes. Starting as early as now can significantly impact your media planning and succeeding campaigns. Data collection, enough to build sufficient data volumes, takes time.

Maximize your reach with first-party data. Learn how we can help. Contact us now!



Sign Up
to Our Newsletter

Get the latest company and industry updates.

Related Posts

Our Partners

Subscribe to AlgoriX

Join Our Algorian Family

Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.