{"id":201702,"date":"2025-04-24T00:58:06","date_gmt":"2025-04-24T00:58:06","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/the-industry-reacts-google-keeps-cookies-after-all\/"},"modified":"2025-04-24T00:58:06","modified_gmt":"2025-04-24T00:58:06","slug":"the-industry-reacts-google-keeps-cookies-after-all","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=201702","title":{"rendered":"The Industry Reacts: Google Keeps Cookies After All"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<p>On Tuesday, Google brought an end to a year&#8217;s worth of speculation over what its global prompt for third-party cookies might look like, by announcing that there won&#8217;t be one.<\/p>\n<p>Five years after Google announced that third-party cookies would be phased out of Chrome within two years &#8211; and now in the midst of an antitrust trial that could force the divestment of Chrome &#8211; the tech giant <a href=\"https:\/\/videoweek.com\/2025\/04\/22\/google-announces-new-plan-for-third-party-cookies-keep-chrome-as-it-is\/\" target=\"_blank\" rel=\"noopener\">has confirmed<\/a> that cookies are here to stay, with no change to the consent mechanisms currently available to users.<\/p>\n<p>But ad tech execs are divided on whether the announcement undoes years of hard work in building cookieless solutions and getting to grips with Google&#8217;s controversial Privacy Sandbox, or if the industry&#8217;s strides towards privacy are bigger than the comings and goings of third-party cookies.<\/p>\n<p>VideoWeek heard from six ad tech executives on what the move means for Google, the future of identity, and the consumer.<\/p>\n<p><b>Mateusz J\u0119drocha<\/b><b>, Chief Product Officer, <\/b><b>Adlook<\/b><b>\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400\"><a href=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/1571733985794.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-55354\" src=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/1571733985794-300x300.jpeg\" alt=\"\" width=\"175\" height=\"175\" \/><\/a>This shouldn\u2019t come as a surprise. The past five years have been marked by shifting timelines, last-minute delays, and a lack of decisive communication. While the technical challenge of removing third-party cookies is significant, it\u2019s hard to find many positives in how this process has been managed. Deadline-driven development has proven ineffective, and key technical issues within the Privacy Sandbox remain unresolved. Today\u2019s announcement effectively resets the conversation to where it stood in 2019.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Introducing the Privacy Sandbox APIs meant overhauling the infrastructure of a multi-billion-dollar industry \u2013 requiring significant engineering resources and collaboration across the ad tech ecosystem. But despite the investment, the third-party cookies are still here, and the long-promised pivot to privacy-preserving alternatives remains just over the horizon.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Third-party cookies are only one piece of a much larger puzzle. Advertisers continue to face more pressing challenges, such as declining data quality and wasted media spend. Months of preparation for a future that has once again been deferred come at a real cost: not just in terms of engineering hours and time spent to understand Privacy Sandbox mechanics, but in lost opportunities to focus on performance, measurement, and ID-less environments that already exist.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Now, just days after Google was found guilty of anticompetitive behavior in its ad business and with Chrome\u2019s consent mechanism staying unchanged, the real question isn\u2019t just about privacy timelines \u2013 it\u2019s whether the industry can continue to afford waiting on one platform to dictate the future. Perhaps it\u2019s time to stop asking what Google will do next and start focusing on building new partnerships grounded in aligned incentives, open communication, and long-term collaboration.<\/span><\/p>\n<p><strong>Amelia Waddington, Global Chief Product Officer, Captify<\/strong><\/p>\n<p style=\"font-weight: 400\"><a href=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/Rkn11yIEq8ks5KouAkTtHXz4KPHwutfEu2s0u93G.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-55346\" src=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/Rkn11yIEq8ks5KouAkTtHXz4KPHwutfEu2s0u93G-300x300.png\" alt=\"\" width=\"175\" height=\"175\" \/><\/a>This news isn&#8217;t surprising. Google likely don&#8217;t want to do anything that would potentially hurt their ads business if they are ultimately forced to sell Chrome. Sandbox worked because it was based on them owning Chrome and having complete control of the supply chain. If they don&#8217;t have Chrome, they will need cookies for targeting, just like everyone else.<\/p>\n<p style=\"font-weight: 400\"><strong>Adam Schenkel, EVP of Global Platform Strategy and Operations,\u00a0GumGum<\/strong><\/p>\n<p style=\"font-weight: 400\"><a href=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/651da6d1ea8a38061b799ed0_gg-leadership-photos-Adam.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-55347\" src=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/651da6d1ea8a38061b799ed0_gg-leadership-photos-Adam.jpg\" alt=\"\" width=\"175\" height=\"175\" \/><\/a>Google\u2019s decision to keep third-party cookies, now with no opt-out, undermines years of industry progress towards privacy and user control. At a time when consumers are more aware than ever of how they\u2019re tracked online, doubling down on cookies sends the wrong message. The internet doesn\u2019t have a targeting problem; it has a trust problem.<\/p>\n<p style=\"font-weight: 400\">The solution isn\u2019t clinging to outdated surveillance tactics that exploit personal data; it\u2019s building new models and strategies that respect privacy and meet people in the right moment, with technology like contextual advertising and attention measurement. Brands should take this as a wake-up call to diversify their ad strategies now, before audience trust erodes further.<\/p>\n<p><strong>Nick Tiano, Chief Revenue Officer, Making Science<\/strong><\/p>\n<p><a href=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/qVpk-gKB.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-55344\" src=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/qVpk-gKB-300x300.jpeg\" alt=\"\" width=\"175\" height=\"175\" \/><\/a>Google&#8217;s decision to forgo a new standalone third-party cookie prompt marks the de facto conclusion to the years-long deliberation over cookie deprecation. While a prompt could have hastened deprecation via user opt-outs, the approach presented significant regulatory risk over potential self-preferencing.<\/p>\n<p>Instead, Google is emphasising enhanced user control through improved browser settings by investing in privacy-preserving technologies such as IP Protection. Although the future of the Privacy Sandbox APIs remains uncertain, there is still a world where they support advertising and measurement functions as third-party cookies and IP addresses become less reliable. All of the above may warrant a revisit in the case of a ruling on the forced sale of Chrome.<\/p>\n<p><b>Jerem<\/b><b>y<\/b><b> Haft<\/b><b>, Chief Revenue Officer,<\/b><b>\u00a0Digital Remedy<\/b><\/p>\n<p><span style=\"font-weight: 400\"><a href=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/1641580899218.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-55352\" src=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/1641580899218-300x300.jpeg\" alt=\"\" width=\"175\" height=\"175\" \/><\/a>Consumer privacy should be a top industry priority, but Google is right to pause if technical gaps remain. For example, today\u2019s brands and agencies expect flexible attribution models that deliver accurate, cross-channel insights into what\u2019s driving performance. Until privacy solutions meet that standard, slowing down isn\u2019t a setback, it\u2019s a smart move to get it right.<\/span><\/p>\n<p><strong>Terry Hornsby, Executive Vice President &amp; Founder, Mantis<\/strong><\/p>\n<p><a href=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/AhLdowSZ.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-55374 \" src=\"http:\/\/videoweek.com\/wp-content\/uploads\/2025\/04\/AhLdowSZ-300x300.jpeg\" alt=\"\" width=\"175\" height=\"175\" \/><\/a>Google&#8217;s decision not to roll out a standalone prompt for third-party cookies in Chrome is significant, but many in the industry have been preparing for multiple scenarios all along. The reality is, advancements in alternative targeting approaches shouldn&#8217;t go to waste just because cookies are sticking around longer than expected.<\/p>\n<p>The industry has made substantial progress with alternative solutions that produce a more balanced ecosystem, where advertisers have the opportunity to blend approaches, extending beyond the current environment while still respecting the broader direction towards privacy.<\/p>\n<p>Follow VideoWeek on <a style=\"color: color 4\" href=\"https:\/\/www.linkedin.com\/company\/videoweek\/\">LinkedIn<\/a>.<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>On Tuesday, Google brought an end to a year&#8217;s worth of speculation over what its global prompt for third-party cookies might look like, by announcing that there won&#8217;t be one. Five years after Google announced that third-party cookies would be phased out of Chrome within two years &#8211; and now in the midst of an [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":201703,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[12708,1531,11315,33419],"dealstore":[],"offerexpiration":[],"class_list":["post-201702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-cookies","tag-google","tag-industry","tag-reacts"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Industry Reacts: Google Keeps Cookies After All - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=201702\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Industry Reacts: Google Keeps Cookies After All - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"On Tuesday, Google brought an end to a year&#8217;s worth of speculation over what its global prompt for third-party cookies might look like, by announcing that there won&#8217;t be one. 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