{"id":8475,"date":"2025-05-13T01:38:23","date_gmt":"2025-05-13T05:38:23","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/05\/13\/industry-reacts-to-google-cookie-update-lets-innovate-our-way-through-uncertainty\/"},"modified":"2025-05-13T08:05:22","modified_gmt":"2025-05-13T12:05:22","slug":"industry-reacts-to-google-cookie-update-lets-innovate-our-way-through-uncertainty","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/industry-reacts-to-google-cookie-update-lets-innovate-our-way-through-uncertainty\/8475\/","title":{"rendered":"Industry Reacts to Google Cookie Update: Let\u2019s Innovate Our Way Through Uncertainty"},"content":{"rendered":"\n

By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n\n\n

Google\u2019s latest announcement on the future of third-party cookies has sparked a mixture of frustration and renewed urgency across the ad tech sector. While some industry experts were adamant that keeping cookies in Chrome and shelving previous \u2018opt-out\u2019 plans would not halt the search for alternatives, others saw it as a further indication of the uncertainty of the digital landscape.<\/p>\n\n\n\n\n\n\n\n

We asked leading technology and media experts for their responses to Google’s decision.<\/p>\n\n\n\n\n

Innovation must continue, regardless of cookie reprieve<\/strong><\/h2>\n

Terry Hornsby<\/strong><\/a>, Executive Vice President & Founder, <\/strong>Mantis<\/strong><\/a><\/p>\n\n\n\n\n\n

“Google’s decision not to roll out a standalone prompt for third-party cookies in Chrome is significant, but many in the industry have been preparing for multiple scenarios all along. The reality is, advancements in alternative targeting approaches shouldn’t go to waste just because cookies are sticking around longer than expected.<\/p>\n\n\n\n\n\n\n\n

\u201cThe industry has made substantial progress with contextual solutions that can identify interests in specific environments \u2013 such as gardening enthusiasts browsing sports content \u2013 without necessarily needing to know who the person is. This not only supports advertisers in maintaining performance but also empowers publishers to better monetise their content by aligning ad relevance with context rather than identity.<\/p>\n\n\n\n\n\n\n\n

\u201cIn turn, this means a more balanced ecosystem, where advertisers have the opportunity to blend approaches, extending beyond the current environment while still respecting the broader direction toward privacy.\u201d<\/p>\n\n\n\n\n\n

Kenneth L\u00f3pez Triquell<\/strong><\/a>, VP of Sales, <\/strong>MGID<\/strong><\/a><\/p>\n\n\n\n\n\n

\u201cThis latest decision by Google marks yet another chapter in a long history of postponed promises for many in the industry. But, for the broader ad tech ecosystem, it should act as a wake-up call and an opportunity.<\/p>\n\n\n\n\n\n\n\n

\u201cContinued reliance on third-party cookies keeps the industry anchored to a model that prioritizes user tracking over innovation and transparency, all while Google is facing a major antitrust lawsuit in the US, raising wider questions about control and fairness in digital advertising.<\/p>\n\n\n\n\n\n\n\n

\u201cAll of this emphasizes that now is not the time to pause progress. Ad tech platforms must continue to accelerate investment in future-proof solutions, especially those built around contextual targeting, first-party data, and publisher-controlled technology. The businesses that will continue to succeed are those creating smarter, more sustainable solutions for brands, publishers, and users alike.\u201d<\/p>\n\n\n\n\n

Consumers – and their privacy – remain a priority <\/strong><\/h2>\n

Fern Potter<\/strong><\/a>, SVP Strategy and Partnerships, <\/strong>Multilocal<\/strong><\/a><\/p>\n\n\n\n\n\n

\u201cGoogle\u2019s latest update is great for independent measurement, good for publishers, and healthy for maintaining competitive innovation; as preserving the cookie means the industry has a democratized and interoperable token for finding and measuring audiences.<\/p>\n\n\n\n\n\n\n\n

\u201cHowever, with the cultural shift towards a consent-first internet, and with the dangers of data leakage and unpronounced tracking associated with third-party trackers, the move is not a good one for consumers.<\/p>\n\n\n\n\n\n\n\n

\u201cThis leaves advertisers and adtech companies with a tough choice \u2013 do they prioritise responsible advertising that resonates with their audience, or stick with what they know, and risk alienating consumers in the long-term?\u201d<\/p>\n\n\n\n\n\n

Charlie Johnson<\/strong><\/a> (she\/her), VP International, <\/strong>Digital Envoy<\/strong><\/a><\/p>\n\n\n\n\n\n

\u201cWell, colour us not shocked<\/em>, but still a bit disappointed. After years of the industry pouring time, money, and brainpower into cookie-free solutions, Google\u2019s latest move feels a bit like being told the wedding\u2019s off after the cake\u2019s already been cut.<\/p>\n\n\n\n\n\n\n\n

\u201cLet\u2019s not forget: cookies were never the gold standard of targeting \u2014 more like the crumbling biscuit at the bottom of the jar. Crucial channels like CTV don\u2019t even touch them, and consumers? They\u2019re more privacy-savvy than ever (and far less tolerant of digital stalking).<\/p>\n\n\n\n\n\n\n\n

So if not now\u2026 when? The push to move on from cookies came from a genuine need \u2014 and that need hasn\u2019t magically disappeared. Advertisers should keep leaning into privacy-first strategies. The momentum is real, the groundwork\u2019s been laid, and frankly, we\u2019ve come too far to turn the car around now.\u201d<\/p>\n\n\n\n\n\n

Owen Hanks<\/strong><\/a>, Founder and CEO, <\/strong>Measure Protocol<\/strong><\/a><\/p>\n\n\n\n\n\n

“While consumers have clearly moved ahead in their expectations around data protection and privacy, this latest move from Google highlights that parts of the industry are still struggling to keep pace. All players in the digital advertising ecosystem need to prioritize owning and sourcing their own zero or first-party data. The most sustainable approach remains building direct relationships with consumers based on consent and transparency.<\/p>\n\n\n\n\n\n\n\n

\u201cCompanies that invest in ethical data collection now \u2013 where people understand the value of their data and have agency over how it’s used \u2013 will be better positioned regardless of how cookie policies evolve in the future.”<\/p>\n\n\n\n\n

A chance for publishers to take back control<\/strong><\/h2>\n

Andrew Mole<\/strong><\/a>, CEO and Co-Founder, <\/strong>pubX<\/strong><\/a><\/p>\n\n\n\n\n\n

\u201cThe latest Google news should not be seen as a reprieve for publishers from taking action, but instead an illustration that they need to take greater ownership over their own technology.<\/p>\n\n\n\n\n\n\n\n

“The ongoing cookies narrative highlights that waiting for macro changes actually takes the power away from publishers. In order to protect themselves from these ecosystem-level issues, publishers need to proactively take control of their own destiny, create robust tech stacks, and lean on partners who can help them do this.”<\/p>\n\n\n\n\n

What does this mean for the future of identifiers?<\/strong><\/h2>\n

Geoffroy Martin<\/strong><\/a>, CEO of Ogury <\/strong><\/p>\n\n\n\n\n\n

“Google’s latest shift doesn’t alter the course of history. Identifiers have already vanished from more than half of the open web \u2014 and this proportion continues to grow, driven by consumer expectations, regulatory pressure, and platform fragmentation.<\/p>\n\n\n\n\n\n\n\n

“At the same time, a significant portion of ID-based signals will remain available. That\u2019s why the real challenge is no longer what happens when IDs disappear, but how to effectively operate and perform across both ID-based and ID-less environments. This is the new media reality, and the winners will be those who embrace this hybrid landscape. The key is to build platforms and data models that work across the full spectrum of addressability, leveraging all signals, whether identity is present or not. While relying solely on identifiers limits reach and creates fragile strategies, ignoring IDs entirely means missing the value that still exists in identity-based signals.<\/p>\n\n\n\n\n\n\n\n

“The smart approach isn’t about choosing sides \u2014 it’s about intelligently integrating both approaches, in a world that will remain mixed.”<\/p>\n\n\n\n\n\n

Nick Tiano<\/strong><\/a>, Chief Revenue Officer US, <\/strong>Making Science<\/strong><\/a><\/p>\n\n\n\n\n\n

\u201cGoogle’s decision to forgo a new standalone third-party cookie prompt marks the de facto conclusion to the years-long deliberation over cookie deprecation. While a prompt could have hastened deprecation via user opt-outs, the approach presented significant regulatory risk over potential self-preferencing.<\/p>\n\n\n\n\n\n\n\n

\u201cInstead, Google is emphasizing enhanced user control through improved browser settings by investing in privacy-preserving technologies such as IP Protection. Although the future of the Privacy Sandbox APIs remains uncertain, there is still a world where they support advertising and measurement functions as third-party cookies and IP addresses become less reliable. All of the above may warrant a revisit in the case of a ruling on the forced sale of Chrome.\u201d<\/p>\n\n\n\n\n\n

Mathieu Roche<\/strong><\/a>, CEO and Co-Founder, <\/strong>ID5<\/strong><\/a><\/p>\n\n\n\n\n\n

\u201cJust because cookies haven\u2019t evolved in the last five or twenty years doesn\u2019t mean the industry has to stay stuck in the stone (or cookie) age. Since Google\u2019s original announcement, we\u2019ve seen real momentum in the development and adoption of alternative identity solutions. Recent data from Bidswitch and Equativ<\/a> shows that bid requests lacking an ID in Chrome are now down to just 30%. The data also highlights the value of using multiple IDs, with advertisers gaining incremental CPM reach and publishers seeing 2x to 3x improvements in CPMs and bid rates.<\/p>\n\n\n\n\n\n\n\n

\u201cWhile I don\u2019t believe this is the final chapter in Google\u2019s cookie saga, it\u2019s clear we\u2019ve reached a fork in the road. The choice is ours: continue down a path shaped by monopolistic control, or take a different route, one that embraces innovation, fosters healthy competition, and yields better outcomes for the entire advertising ecosystem from users to publishers, advertisers, and beyond.<\/p>\n\n\n\n\n\n\n\n

\u201cWe also must remember that cookies don\u2019t make life any easier and identity in Chrome is just a small piece of the puzzle. Advertisers and publishers don\u2019t solely operate in Chrome but want to connect with their audiences across other browsers and channels like CTV, audio, and gaming too. The industry needs a better system that unifies identity layers and a wide variety of signals across these environments.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Google\u2019s latest announcement on the future of third-party cookies has sparked a mixture of frustration and renewed urgency across the ad tech sector. We asked leading technology and media experts for their responses to Google’s decision.<\/p>\n","protected":false},"author":7,"featured_media":8476,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-8475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"\nIndustry Reacts to Google Cookie Update: Let\u2019s Innovate Our Way Through Uncertainty | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/industry-reacts-to-google-cookie-update-lets-innovate-our-way-through-uncertainty\/8475\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Industry Reacts to Google Cookie Update: Let\u2019s Innovate Our Way Through Uncertainty\" \/>\n<meta property=\"og:description\" content=\"Google\u2019s latest announcement on the future of third-party cookies has sparked a mixture of frustration and renewed urgency across the ad tech sector. 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