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posted on Jul. 23, 2024 at 9:59 amJul 24, 2024

What next? Google abandons plans to eliminate third-party cookies

posted on Jul. 23, 2024 at 9:59 amJul 24, 2024

Global marketers and advertisers had voiced that the move by Google to eliminate third-party cookies would affect ad-buying strategies, personalised campaigns, targeted advertising, attribution models, and cross-site tracking.

Google is planning to retain third-party cookies on its Chrome browser, after abandoning the years-delayed implementation of its previous decision to eliminate tiny packets of information or code that tracks users on the internet.

Instead of eliminating third-party cookies, the Google browser will now offer users the option to either turn cookies ‘on’ or ‘off’ through a ‘one-time prompt’. The choice can later be ‘adjusted’ at any time

The decision is a U-turn from Google’s previous commitment to keep user details private, which caused concern globally among marketers and advertisers – the search engine’s largest source of income – who said that the move t

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Tags:ad buying strategies advertisers Advertising Anthony Chavez Attribution models Chrome contextual advertising cross-site tracking FLoC Google Marketers marketing personalised campaigns Privacy Privacy Sandbox Targeted Advertising The Federated Learning of Cohorts third-party cookies third-party data Tracking transparency trust user behaviour trends

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.