ExchangeWire: Google Delays Third-Party Cookie Deprecation—Industry Reaction

Following last week’s announcement from Google that it will delay the final phasing out of the third-party cookie on its Chrome browser to late 2023, ExchangeWire speaks to professionals across the ad tech ecosystem for their initial reaction on the deprecation of the identifier.

We’re ready

The date may have changed, but the end goal remains the same. It’s time to move on to a privacy-first world. Captify is ready.

Google’s announcement is a very public admission of what those involved in the sandbox consultation process have been saying for months. Their proposals were self-serving and did not work either for the ad tech industry or consumers.

Google aimed to turn a regulatory challenge into a corporate opportunity that did not meet the standards required by GDPR and were under investigation by the UK’s CMA for potentially creating a monopoly.

This is why Captify developed our cookieless solution, with no reliance on Google’s products—using the power of first-party search data to reach engaged audiences across all browsers. We are excited to see our Search-Powered Contextual not only beats industry benchmarks as well as our own cookie-based product – proving antiquated targeting methods can be laid to rest along with the third-party cookie, in favour of more consumer-conscious, privacy-first solutions.

Amelia Waddington, VP of Product, Captify

Want to find out more? Read the full article on ExchangeWire.