Huge news from Google today that they won't be deprecating 3PC, or at least not without users deciding when they want to do it themselves. TBH, users could already turn off 3PC in Chrome, if they wanted to, and this will just be a way of elevating that. But Google will continue development on the Privacy Sandbox APIs which can really help advertisers and publishers as users do choose more privacy. But Sandbox is super complicated and this gives a lot more time to get it all right, and maybe get other browsers on board. https://lnkd.in/edUVU9Dv
David Kohl
2mo
For the last few years, I have been among those saying Google is playing privacy and anti-trust against one another. It’s been a chess game. I’m currently attending MMA’s CEO / CMO Summit. In the last 24 hours, just prior to Google’s announcement, I had the opportunity to speak with handful of marketing and media executives about all things privacy. Interestingly, in none of these conversations has Google and cookies influenced the reality that our industry has a much bigger audience data leakage problem that remains critical to be solved. It’s all about the value of consumer data and the importance of not giving it away. This is big. It’s a wake up call that advertisers and publishers cannot depend on Google to protect their most valuable consumer data assets.
Stuart Austin
2mo
That is huge news and has been a long time coming. Advertisers and publishers can continue to see the 30% of the market that are still visible. Hopefully the solutions being developed over the last few years in anticipation of post 3PC will continue to develop the tools to shine more light on users that are currently invisible.
Dan Hesmondhalgh
2mo
Same destination, different route. Clever move, pushing the onus to the consumer. Curious what you make of Google Ads’ findings from their Sandbox trials vs what Raptive and others have reported. How would you explain such a delta? Maybe I’m missing something obvious!
David Tam
2mo
It looks like Google is going down the same path as Apple ITP which I think has been terrible for both the buy and sell side. Instead of 3P cookies going with a graceful retirement we will probably see 3P cookies on life support with a painful death.
Nathan Thomas
2mo
Hopefully this will really give time to properly develop the APIs and future proofed systems. Run in tandem and then slowly allow cookies to drop off.
Peter Cunha
2mo
🤯 big news but not unexpected
Scott Ensign
2mo
Wow.
Chief Strategy Officer at Raptive
2moPS I'm on vacation in Iceland right now which is the only reason I am posting this after Google announced it 😂😂