R.I.P. third-party cookie... in 2023
Google's cookie changes
Google is extending the deadline for its phase-out of the third-party cookie. Now, Google will let the third-party cookie live on for nearly two years longer than planned — formally moving the date from January 2022 to late 2023.
For a closer look at the pressure Google faced to make the change, what it means for Federated Learning of Cohorts (FLoC) — and transparency moving forward, read our Cheat Sheet by Digiday platforms, data and privacy reporter Kate Kaye.
Digiday's third-party cookie coverage
Digiday's ongoing, deeper coverage on the third-party cookie is highlighted below to help you navigate everything from alternate identifiers to understanding who's driving the change to how the CMO role stands to be shaped by it. Here's some of it:
Third-party cookie replacements fall short of consent and transparency promises
As digital ad industry leaders tout tech that improves consumer transparency, they are doing little to update how they notify people for consent.
WTF is Google’s Privacy Sandbox?
For its Chrome browser, Google wants to replace cookies with APIs developed according to its Privacy Sandbox. Here's a primer explaining what's entailed and at stake for the long term.
Digiday Guide: Everything you need to know about the end of the third-party cookie
Here’s Digiday’s primer for Digiday+ members on all you need to know about life after the third-party cookie.
Amazon is blocking Google’s FLoC — and that could seriously weaken the fledgling tracking system
Amazon's under-the-radar move could be a significant blow to FLoC targeting performance and give Amazon a leg up in its own ad sales and targeting efforts.
Digital Issue: Digiday's privacy package
Earlier this year, Digiday published a comprehensive digital issue about all-things privacy as it pertains to marketing, media and the future of work. Here's some of it:
VIDEO: How the identity economy works as the third-party cookie’s demise approaches
Watch and learn how new identifier economy will work after Google removes support for third-party cookies.
Platforms, not regulators, are driving data privacy enforcement
California and the EU gave wiggle room to get into compliance with their privacy regulations. Apple and Google will do no such thing.
Connected TV faces its own identity crisis with the IP address’s future in doubt
In place of the cookie, the IP address has become the most common identifier for CTV advertising. But potential privacy regulation and platforms’ tracking crackdown put its future in doubt.
Why the CMO is a key, but precarious, role in facing the privacy changes Apple and Google have instituted
CMOs may be at the top of the marketing food chain, but they're struggling as much as everyone else figuring out how to navigate evolving privacy issues.
Scouting report: How some publishers’ first-party data offerings stack up, according to media buyers
Media buyers assess which publishers are outpacing their competition in the race for creating first-party data solutions.
The Digiday Privacy Glossary: What it all really means
Like any trend, the ad industry’s pivot to privacy revolves around a set of terms that are often misunderstood. Here's a look at the ones you should know.
