Clive Rumsey’s Post

“Cookie deprecation” is a term we talk about an awful lot. My husband and young son even know what this means (note to self: leave work at work!). I share the common sentiment of “enough already, let’s move on,” but when I had to put pen to paper to layout the mitigation plan, the gaps in the ecosystem were evident. A lack of scale for alternative IDs, a lack of testing opportunities for advertisers in the privacy sandbox, and inconsistent industry knowledge, to name a few. Let’s figure this out people. Don’t use this as an excuse to keep your head buried in the sandbox (ha). Publishers please adopt alternative IDs; we need scale. DSPs, please continue to build durable and effective predictive targeting capabilities. Chrome, please let advertisers get closer to Privacy Sandbox. We need to test more and we need transparency so we can understand what’s working and what’s not.

Third-party cookie deprecation delayed...again. Are we surprised? No. Were we prepared? Yes! Alliant's future-proofed data solutions are not dependent upon cookies – in fact, Alliant is certified cookieless by Neutronian. With more time to refine targeting and measurement, our team of data experts can help inform your cookie policies and provide audience targeting strategies for success. Reach out today: https://lnkd.in/egt-uuSF #cookielessfuture #datadrivenmarketing #thirdpartycookies

No matter when cookies disappear, the truth is real-world behavior will always be better to build audiences around. GroundTruth audiences are not built with aspirational, online browsing behavior, but rather actions people take in real life. This is how we enable marketers to drive tangible results, like in-store visits. Learn how GroundTruth helps marketers drive real business results without cookies here: https://lnkd.in/ggcaGanj

Google has announced another delay in demising third-party cookies within its Chrome browser. The new target date for this change is now set for 2025. This adjustment allows more industry feedback and regulatory review time, ensuring a thorough and balanced transition. Check the article below!👇 https://lnkd.in/gJtUu3Xt #Google #ThirdPartyCookie #FirstPartyData #Chrome

🤯 Exciting News! Google Chrome is taking significant steps towards enhancing user privacy by phasing out third-party cookies. Testing began on Jan 4, 2024, affecting 1% of users initially. Chrome plans to ramp up third-party cookie restrictions to 100% of users from Q3 2024. As part of Chrome's Privacy Sandbox initiative, this move aims to reduce cross-site tracking while ensuring critical functionalities remain intact. This will surely impact the advertisement industry. What are your thoughts on this ? #chrome #advertising 🚀

Google scraps plan to remove cookies from Chrome - https://lnkd.in/gQP3TZH2 #google #chrome #chromeusers #thirdpartycookies #scrapremovalplan #trackingbrowinghabits #websitestracking #advertiserstracking #privacyconcerns #onlineadvertisement #onlinead #adtargeting #harmfulonlineads #vulnerablegroups

In a stunning about-face, Google has decided not to deprecate third-party cookies, opting for a yet to be defined, new consent approach instead. After years of industry efforts to prepare for a cookie-free future this is disappointing news. At Adform we and our clients are ready for a first-party, privacy-safe world and would have welcomed the deprecation of third-party cookies in Chrome – whether the Sandbox is ready or not. For our clients, the majority of whom are already first-party ready and using ID Fusion, this confirms the strength of their game changing approach and that a move to the first-party future is pivotal for success, be that due to deprecations, or simply to better privacy and consent collection mechanism. Chrome does not equal the open internet, and this move re-affirms the value and necessity of solutions like ID Fusion that are multi-ID, flexible, and built for a dynamic multi-browser, multi-channel media buying landscape. What's next? It will all depend on the detailed plans from Chrome, how regulators will react and what new challenges may be raised. The saga continues!  https://lnkd.in/e_36-aur #sandbox #cookies #chrome #adtech

Seriously Google? 🤔 Despite the growing trend towards a cookieless web, Google continues to rely on 3rd party cookies. From my point of view, this is a step backwards and a certificate of poverty. While large parts of the open internet have already switched to alternative solutions such as identity solutions, Google is lagging behind. These advanced solutions already offer working, more privacy-friendly alternatives that respect user privacy while enabling effective targeting. We remain convinced that an independent solution that supports all relevant ID providers is the best solution. What Google will now implement remains exciting, but should not prevent our industry from continuing to focus on a cookieless, open Internet. 

Inevitable, predictable, expected, unsurprising, arrogant...plus many more words to that end, are thematic in many articles so far....BUT, there is one question I'd love to get a general consensus on; When it comes to 1st party data, ownership and visibility, does this change/make a difference to your 2024 and beyond objectives? Globally, Chrome's browser share is in the region of 64%, leaving 36% of a market made up of browsers where the majority don't use cookies. This is even more prominent in the UK and US where the split is almost 50/50! 🤷♂️ #programmatic #advertising #cookies #data #chrome #adform

After much discussion, Google has decided to keep third-party cookies in its Chrome browser. It turns out all the fuss over the years wasn’t in vain; the ad industry’s cries have finally been heard. Read all about it here 👉 https://lnkd.in/evMNDMin Drop a 🍪 in the comments if you're thankful for this update! #cookies #chrome #google