NAVIGATING THE SHIFT: CHROME'S NEXT STEPS IN PHASING OUT THIRD-PARTY COOKIES
BY HEIDI MCIVOR ALLEN
PRIVATE SANDBOX INITIATIVE
INSIGHTS INTO THIRD PARTY COOKIES
SAYING FAREWELL TO COOKIES: CHROME'S PRIVACY SANDBOX
USER-CENTRIC FEATURES
CHROME’S TRACKING PROTECTION
TRANSPARENCY & THE POWER TO CONTROL
WHAT’S NEXT FOR CHROME?
So, what lies ahead in the future? Hold on tight because we’re in for an exhilarating journey. Chrome’s dedication to privacy is ushering in a new era of browsing, where your data remains securely yours. Bid farewell to the haunting specter of retargeted ads and embrace a personalized web experience that honors your digital boundaries.
Here are a few significant advancements we’ve made as an industry since 2020 to address the challenge of cookie loss:
- Embracing first-party data: The direct collection of consented first-party data has become indispensable in a post-third-party cookie landscape. Simple entry pages that capture email addresses are increasingly prevalent, serving as a crucial starting point for targeted advertising. Identity solutions, in turn, facilitate seamless targeting across devices by linking known digital profiles without relying on cookies.
- Adoption of alternative identifiers: With the decline of cookies, alternative identifiers like Unified ID 2.0 (UID2), RampID, and others have gained traction. These identifiers are pseudonymous, based on hashed or encrypted email addresses or phone numbers, prioritizing privacy while ensuring interoperability across platforms. Leaders across the advertising ecosystem are increasingly embracing these and similar solutions.
WHAT’S NEXT FOR CHROME?
The scale of cookieless technology continues to expand rapidly, with Connected TV (CTV) experiencing exponential growth over the last three years.
Identity Graphs: As browser-based IDs diminish and digital signals decline, the demand for identity graphs is surging. More companies are investing in these graphs, with a notable trend being the adoption of the “graph-of-graph” approach. This strategy combines a marketer or publisher’s robust first-party data with one or more licensed identity graphs, incorporating both online and offline data.
In tandem with these developments, Google’s Privacy Sandbox initiatives aim to address key concerns:
- Delivering ads to large audience segments without gathering identifiable data from users' browsers.
- Facilitating conversion measurements for advertisers without individual user tracking across the internet.
- Detecting and preventing ad fraud, such as bot activity.
- Allowing websites to collect user data through browser APIs while maintaining individual anonymity.
One notable API within this framework is the Topics API, which employs a standardized taxonomy of interests to limit the scope of browsing history considered when displaying ads. An enhanced version of this API can also factor in contextual information.
Consequently, we are transitioning our segment tracking pixels, traditionally reliant on cookies, to Universal Pixels. These JavaScript-based codes seamlessly integrate with Interest Groups’ APIs, ensuring that our clients’ campaigns remain unaffected by Google’s cookie changes. This proactive measure safeguards the effectiveness of all our Behavioral products in light of evolving privacy protocols.
In addition, the following products are not affected by Google 3rd party cookies:
- Mobile Conquesting
- Facebook & Instagram
- Amazon
- Keyword Targeting
- Custom Audience and Lookalike Targeting
JOIN THE CHROME PRIVACY PARTY
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