Chrome IP Protection

Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.

By reversing its position on third-party cookie deprecation, Google’s is acknowledging its inability to effectively execute its plans for the Privacy Sandbox. It’s time Google commits to competing with the rest of the industry rather than dictating terms. 

The alternative ID landscape is incredibly fragmented. So how are publishers – especially long-tail publishers that tend to be strapped for tech resources – supposed to pick the ID solutions that work best for them?