The digital advertising industry is facing disappointment following Google's recent decision to keep third-party cookies in Chrome, allowing users to manage privacy settings instead. This policy reversal comes after years of preparation for a cookieless future, leading many marketers to feel demotivated in their efforts to develop alternative identifiers. While some experts believe that adaptation efforts should continue, the indefinite deadline extension has diminished the urgency to transition, leaving agencies reevaluating their strategies for audience targeting without cookies.
The decision has prompted a collective eye-roll from media experts. "It's a little disappointing to be going through this for the last five years, marching toward this post-cookie era and getting to a point where there's no final decision," said Kyle Rovinski, associate director of search at full service agency Duncan Channon.
Speaking with Digiday in the immediate aftermath of Google Chrome announcing its U-turn on third-party cookies, Mathieu Roche, CEO of identity outfit ID5, argued that marketers should continue their adoption of alternative IDs, but conceded that the change would likely slow that transition.
Canvas Worldwide, for example, adopted a "portfolio" approach that included The Trade Desk's UID2, LiveRamp's RampID, ID5 and TransUnion, according to chief product officer Greg Johns.
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