Winners, losers and fallout from Google’s plan to drop cookies

Digiday 16 Jan 2020 05:01

Google has issued a death warrant for third-party cookies, setting in motion plans to kill third-party cookies in Chrome by 2022. Here’s a breakdown of who stands to benefit, who will lose and what comes next.

The basics
Google said yesterday that it would phase out the use of third-party cookies in its Chrome browser by 2022.

Up until then, even though people knew it would only be a matter of time before third-party cookies were purged from advertising, the prevailing thought had been Google would make sure that the death would be as drawn out as possible.

Now Google is saying in place of those cookies, it wants the industry to play in its Privacy Sandbox. That’s Google-speak for a set of tools that let advertisers run targeted ads without having direct access to users’ personal details.

Reminder: Google always wins
Unsurprisingly, Google stands to profit the most from the death of the third-party cookie. In the absence of third-party cookies’ use with Chrome, the alternative for advertisers is to use Google’s first-party data within its own tools.

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