Google’s announcement to introduce the Chrome Privacy Sandbox from 2022, and to stop supporting third-party cookies has unsettled the market.
To enable you to strive in the omni-channel strategy and to understand the do’s and don’ts, our data analytics colleagues – Julia Zuharke and Fenja Herbers – have broken down the whole complexity of the topic in a white paper, which you can download here.
Three Key take away points from the white paper:
1. Google has announced that it will introduce third-party cookie blocking in its Chrome browser in 2022. The search giant has thus followed Firefox and Safari, which already activated third-party cookie blocking by default. Google is also distancing itself from other individual targeting options, such as fingerprinting.
2. Google is working on new technical solutions to replace cookie technology. Currently, Google is pursuing cohort-based targeting (FLoC). Initial tests with advertisers are underway.
3. One thing is certain: there will be technical changes in the omni-channel strategy. Channels such as display advertising and re-targeting are directly affected by third-party cookie blocking and require a rethink. Alternative solutions are being worked on at full speed, and some are already in use.
Basically, the ad tech industry will not allow its existing business to be taken away and, if it has not already done so, it will present alternative solutions in good time. However, it will not be an easy road. For Google, this means a balancing act between users’ expectations of privacy and the wishes of advertisers and publishers.