Media Review

Media Review #1: Major Updates from Google and Check on Identity Methods

In this series, we will be selecting publications of particular importance for the cookieless world. In addition to linking to the original sources, we will extract the key takeaways for your convenience.

An updated timeline for Privacy Sandbox milestones – Google

= Google plans to have key cookieless technologies deployed by late 2022 in Chrome for the developer community to start adopting them.

= The company expects to start phasing out third-party cookies over a three-month period, starting in mid-2023 and ending in late-2023.

= The above mentioned timeline is divided into two stages:

  • Stage 1 (starting late-2022): publishers and the advertising industry will have 9 months to migrate their services,
  • Stage 2 (starting mid-2023): 3rd party cookies will stop being supported over a three-month period finishing in late-2023.

= According to the article, the timeline is dependent on Google’s engagement with the Competition and Markets Authority (CMA).

= Google also stated that the company continues to advance the goal to combat covert tracking like device fingerprinting, bringing up the announced changes to User Agent string reduction.

You can also check our expert’s opinion on what this change means for the advertising industry in the “Opinion” article HERE.

Our commitments for the Privacy Sandbox – Google

= In an investigation started in January, the UK’s CMA identified concerns related to Google’s advantageous position in the development of the Privacy Sandbox.

= Google proposed a set of commitments, and the CMA’s provisional view is that these commitments address the concerns it raised.

= The CMA is expected to be more closely involved in the development of the Privacy Sandbox from now on.

= Interested parties can submit comments to the document by 8th July, afterwards the CMA’s final view will be published.

6 Types Of Post-Cookie Data That Will Still Be Available After 2022 – AdExchanger

= Adam Broitman, associate partner at McKinsey & Company, claims that the cookieless world will be complex in the near term. Broitman joins Rohini Sen from Wavemaker and Nishant Desai from Xaxis to help explain the six primary types of targeting data that marketers need to be comfortable with before the cookieless world comes:

  • First-party data – login data, or other forms of consented user data,
  • Identity graphs – still viable with other data linkage points, although being resource intensive,
  • Household-level data – IP address targeting, especially for TV-based ads,
  • Contextual – privacy safe, increasing in sophistication due to investments in technology from vendors,
  • Second-party data – powerful if the data sets are merged safely and stored securely,
  • Cohorts – anonymized groupings using common behaviors and interests.

Identity Reality Check: Most Identity Solutions Will Fail – AdExchanger

= Globally, more than 80 companies claim to offer proprietary Identity Solutions that aim to replace third party cookies.

= According to the author, most of these solutions are expected to fail, unless they follow three major guidelines:

  • Ensuring the compliance of the creation and storage of IDs with the browsers’ and devices’ makers policies, since more of them are increasingly forbidding tracking,
  • Having a business and technical plan for making IDs usable for DSPs, since it requires setting up a secure process between publishers, ad exchanges, and DSPs,
  • Providing consumer transparency and control, due to the increasing scrutiny from regulators and consumer expectations.

= The author claims that those that can’t rationalize their answers with those guidelines will either not get off the ground or their efforts will be thwarted by regulators or browser makers.

If you have any questions or comments regarding the article, please let us know.