{"id":7164,"date":"2024-08-14T01:45:44","date_gmt":"2024-08-14T05:45:44","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/08\/14\/so-cookies-arent-going-away-tomorrow-that-doesnt-mean-marketers-should-take-pause\/"},"modified":"2024-08-07T16:47:46","modified_gmt":"2024-08-07T20:47:46","slug":"so-cookies-arent-going-away-tomorrow-that-doesnt-mean-marketers-should-take-pause","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/so-cookies-arent-going-away-tomorrow-that-doesnt-mean-marketers-should-take-pause\/7164\/","title":{"rendered":"So Cookies Aren\u2019t Going Away Tomorrow – That Doesn\u2019t Mean Marketers Should Take Pause"},"content":{"rendered":"\n

By Scott Klein, Chief Innovation Officer, Pixability<\/em><\/p>\n\n\n\n\n\n

When Google\u2019s \u2018A new path for Privacy Sandbox on the web<\/a>\u2019 blog post about Chrome no longer deprecating third-party cookie was published a few weeks back, industry leaders\u2013representing publishers and advertisers\u2013all breathed a collective sigh of relief, hoping that the nightmare of third-party cookie deprecation was behind them. Unfortunately, that\u2019s probably premature. Marketers should absolutely still be preparing for a privacy durable future, and here\u2019s why.<\/p>\n\n\n\n\n\n\n\n

In his blog post, Anthony Chavez says that Google is going to give users a choice to enable or disable third-party cookies across their entire Chrome experience. But what does that mean? Let\u2019s take a look at the two extremes of that choice to put it in context. In the first extreme, every user decides to disable third-party cookies. The effect on the ad industry would be identical to the planned deprecation of third-party cookies. In the opposite extreme, every user decides to enable third-party cookies, in which case nothing has changed (and we have collectively wasted hundreds of millions of dollars just talking about it!).<\/p>\n\n\n\n\n\n\n\n

Neither of these extremes will be realized of course. The answer is somewhere in between and the final impact to the industry won\u2019t be understood until we better understand future user behavior (which means we actually have less clarity on the future of our industry then we did before the reversal of cookie deprecation). However, can we look at any historic data to estimate where the user may land? A few interesting data points to consider.<\/p>\n\n\n\n\n