Oleg Egorov, CMO, Flowwow
While the recent Google cookies announcement is undoubtedly significant, I wouldn’t suggest undue alarm. It’s likely we’ll see a similar trajectory to Apple’s introduction of Limit Ad Tracking alongside the SKAdNetwork (SKAN) solution.
It’s crucial to note that Google isn’t outright banning cookies; instead, they’re granting users greater control over their data. Based on our internal data, around 75-80 per cent of iOS users currently choose the “Ask App Not to Track” option.
Given that website traffic tends to be less engaged, we can anticipate a higher opt-out rate on the browser.
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