Third-Party Cookies: Uncertainty Remains for the Online Advertising Industry

Originally published on Les Echos. 

Google's Reversal on Third-Party Cookies

‍Google has decided not to remove third-party cookies from its Chrome browser, despite announcing their removal more than four years ago. Facing growing criticism, particularly concerning the Privacy Sandbox, Google has repeatedly postponed this removal. This reversal relieves part of the adtech industry that relies on cookies to target and measure campaign effectiveness, but others fear it will maintain Google's dominance in the sector. Indeed, cookieless solutions had begun to emerge, and this announcement disrupts plans for publishers and advertisers who anticipated this transition.

‍Impacts for Online Advertising Players

‍The consequences of this decision are manifold. On one hand, publishers and platforms like Criteo see a lifeline as their cookie-based advertising model remains viable. On the other hand, uncertainty remains about the evolution of cookieless solutions, especially Privacy Sandbox, which is not yet seen as a mature alternative. Finally, this change could attract the attention of regulators closely watching Google's dominance in the digital advertising market.