Google announced at the beginning of July that it will postpone the launch of the Privacy Sandbox solution in Chrome to the “end of 2023” hence maintaining the support to third-party cookies. It gives the industry some air to implement their new strategies and arbitrage for future open-web campaigns. Let’s use this time to understand what is at stake.
Data collection and capacity to leverage it is becoming concentrated in the hands of a very few actors (such as Google, Facebook Group, and Amazon) due to the limitations that various data protection laws have triggered in the western world.
To set the scene, let’s double-click on the context:
Multiple examples of privacy laws around the world (non-exhaustive list):
Something all these laws have in common is that:
Definitions vary from country to country, for example in Europe it says that personal data is any information that relates to an identified or identifiable living individual:
The identification cookies are files created by the websites you visit. They make your online experience easier by saving browsing information (the name or address of the site you visited, your ID, and timestamp).
There are two types of cookies:
With technical cookies, sites can keep you signed in, remember your site preferences, and give you locally relevant content; such cookies do not require the user’s consent.
Third-party cookies provide support to advertising targeting: they enable the selection of ads according to behavior as well as historical partners identifying user's interests and potential needs.
First things first, let’s clarify what has happened to data collection via cookies:
Advertisers rely on cookies to track behaviors across the open web. Cookies help follow users from one site to another to serve them with ads that are coherent with their actions. At the same time, cookies record what the users have already seen for future reference (for example, for retargeting purposes).
Here is a timeline of the milestones on the path towards cookie eradication:
The elimination of cookies compromises the measurement of campaigns on the web and cross-device attribution. We are turning to a consented information gathering: cookies will be saved in the browser and will get no access to the user’s history of actions prior to sending an ad. Campaigns will be running “blind” without any historical information on users.
This entails the following:
For Walled Gardens
For Open Web data providers
The whole market is trying to find the most efficient solution to overcome this challenge, with or without leveraging Google’s new offer:
The topic is ongoing - it is important to grasp the context to understand what is coming and build a customized solution for each individual business. There is no one-size-fits-all approach, as business needs and target group behaviors are genuinely different from one sector to another. This series of articles aims to help you navigate through the changes - MMT is here to help you build your #futureproof data solution.