Third-party cookies are on the way out. That hasn’t changed.
But they just got a major reprieve.
On June 24, Google revealed plans to postpone the end of third-party cookies to late 2023.
Google’s original announcement in January 2020 — third-party cookies would be gone in two years — spurred months of industry-wide urgency and collaboration.
We’ve spent the last 18 months on the frontlines of these developments, engaging with Google and other industry leaders to smooth the transition into the future of digital advertising and advocate for publishers’ best interests.
The stakes are high. Today, the open web thrives on free, ad-supported content. Any future changes to advertising MUST protect the wonderful diversity found in our community and across the internet, where high-quality, original content earns the revenue it deserves!
And we’re thrilled that Google heard our collective voices.
This extension presents an opportunity for us and other leaders in the industry to spend more time with Google to ensure that new technologies work well for everyone in the online ecosystem — people who enjoy content on the internet, people who want to advertise their business, and people who create content.
Why is Google holding off on removing third-party cookies?
Google ultimately decided to delay this transition to protect publishers’ business models.
Google’s Privacy Sandbox proposals aim to replace third-party cookie functionality, but the proposals have been met with a lot of debate and strong reactions. When FLoC, one of the key components of the Privacy Sandbox, went into testing this spring, it faced major privacy concerns. The FLoC trials couldn’t even run in the entire EU due to GDPR. Other Privacy Sandbox proposals saw similar objections and delays in real-world testing.
Thankfully, Google recognizes that rebuilding the technical foundations of digital advertising is a complex and intricate process, and is willing to take the time to do it right for everyone involved.
What does this mean for AdThrive publishers?
This is good news for your ad revenue in 2022 and beyond!
While this news extends the uncertainty our industry faces, it also gives us more time to prepare and build solutions that will work for the future world of digital advertising.
With these precious additional months, we can advance even more creative ideas and give the industry the opportunity to hear from more publishers, advertisers, and consumers to consider every angle.
We’re excited to continue our work to push the industry forward and build a web that is:
- Private for users
- Supported by advertising from great brands
- A level-playing field for publishers of all sizes
Let’s make the next two years count!