The project of Google The commitment to remove third-party cookies from Chrome by the end of 2024 has just come into effect. The organization had planned a phased deletion starting Jan. 4, with 1% of cookies affected, giving companies time to adjust before fully deleting them by the end of the year.
Kunal GuhaDirector of Privacy Partnerships for Asia Pacific at Google, called for support from the industry, including SSPs (supply platforms) and DSPs (demand platforms), in an article for Campaign after Google announced testing of tracking protections in early 2024. ).
“Marketers must learn to combine different market solutions to get a meaningful picture of consumer behavior and engagement across all channels,” he said Mitch Waters, Senior Vice President, The trading desk. The future without cookies will not be a single successful solution, but rather a combination of different solutions designed to do what cookies never did: benefit advertisers and improve the consumer experience.”
The company LiveRamp said it welcomed the 1 percent elimination of third-party cookies in Google's Chrome as it has been preparing for a signal-free future for some time.
“Companies making the transition today have the advantage of choosing from solutions like LiveRamp’s Authenticated Traffic Solution (ATS),” he said Travis ClingerHead of Connectivity and Ecosystem LiveRamp. “In addition, implementing these solutions can lead to immediate benefits both within Google Chrome and cookieless browsers, but also across mobile apps and CTV, while allowing companies to test and compare even though cookies still exist today.”
One way to address signal loss is through data clean rooms (DCRs), which promise to reconnect data that advertisers can use for targeting, personalization and measurement.
Source: TheMessage
