Google’s U-turn on third-party cookies

Google announced earlier this week that they will not be getting rid of third-party cookies. Instead, users will be offered a new experience that lets them make an informed choice about their web browsing. They also shared plans to introduce IP protection in ‘Incognito mode’. 

The phasing out of third-party cookies would have a significant impact on media, publishers, and advertisers, so the PPA welcomes this move.

The PPA is aware that our members and the industry as a whole, will have questions about what this pivot means in practical terms. Despite this major announcement, many things are still unknown, but we will keep you updated as information becomes available. 

Google executives are currently in discussion with regulators, including the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO). 

In their announcement, Google still commits to overall investment in ‘privacy-preserving’ alternatives. Google Privacy Sandbox technologies and APIs will still be a central part of future Google’s privacy strategy. Therefore, we believe that members will still need to invest in technology related to privacy solutions. 

Even with this development, we feel that members should not change current plans and roadmaps. As it should not be assumed that we will return to a purely third-party cookie world. Members should ensure they have a first party data strategy to alleviate the impact of changes like this.

If you have any questions or concerns, please get in touch with the PPA’s Head of Digital, Mel McVeigh: [email protected]

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