After recently extending its cookie deprecation timeline for the third time, Google has announced that it will move in a different direction. Instead of deprecating third-party cookies, Google plans to “introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing.”
Although advertisers might feel relieved by this announcement, it doesn’t render a cookieless future obsolete. As DeepIntent Founder and CEO Chris Paquette shared in his recent LinkedIn post, “It’s important to note that this decision is not an abandonment of Google’s intention to change the web browsing experience in the name of privacy. In the same blog post, Google remains clear that it will continue to pursue development of the Privacy Sandbox.”
In the face of a rapidly changing privacy landscape, we still recommend that advertisers continue testing and developing alternative approaches to identity. DeepIntent remains steadfast in its commitment to maintaining a privacy-safe environment. That’s why we continue to invest in and test solutions that do not rely on third-party cookies. Here’s what you need to know about our plans moving forward.
Our Preparation for Cookie Deprecation Continues
After Google’s announcement, DeepIntent’s plans for cookie deprecation remain unchanged. We will continue to target and measure using whichever identifiers are available in the bid stream, which for now will include third-party cookies. However, our solutions do not rely on them.
Only time will tell whether third-party cookies will, eventually, disappear from digital advertising. For now, we remain focused on innovating for the future of health advertising, allowing advertisers to activate using persistent and sustainable signals independent of Google’s plans for cookie deprecation. Strengthening our strategies and testing new ones is critical for guaranteeing powerful, ethical advertising in a more privacy-centric landscape.
Looking for an alternative to third-party cookies? Here are two questions you should ask your DSP about going cookieless.