Navigating Google's Cookie Delay - Tips for Advertisers

Navigating the Cookie-Less Future

Google’s announcement in April of another delay in removing third-party cookies from Google Chrome is a significant development for online advertising. These cookies are crucial for tracking user behavior, effectively targeting ads, and measuring ad campaign performance. Since Chrome is the most popular web browser worldwide, phasing out these cookies will greatly impact how advertisers connect with audiences online

Why “Cookies” Matters

Cookies are tinydata snippetsstored on users' devices by websites. Thisvaluable dataenables advertisers to tailor their ads effectively, deliveringpersonalized experiencesthat resonate with individual users. Additionally, cookies facilitateaccurate measurementof advertising campaign performance.

Why the delay

The postponement is due to technical challenges and increased regulatory scrutiny, especially from the U.K. Competition and Markets Authority (CMA). Google needs more time to address concerns and ensure compliance with regulations.

How to Prepare

In preparation for the eventual phase-out, brands and advertisers must explore alternatives. This includes leveraging Device ID technology and partnering with cookie-less programmatic vendors to maintain effective targeting without relying on cookies.

?Adopt Device ID Solutions: Integrate tailored Device ID technologies for effective cross-device targeting.

?Work with Cookie-Less Vendors: Partner with vendors who specialize in cookie-less advertising.

?Stay Informed: Keep up with industry updates and regulatory changes.

New deadline

Despite the delay, Google aims for completion by 2025.

AGENCY’S POV

Google's delay offers more time to adapt, but the shift is unavoidable. Embracing Device ID tech and cookie-less solutions helps brands excel in privacy-focused and effective advertising. Havas Cambodia proactively cooperating with industry-leading partners such as Dailymotion, Innity, InMobi, Teads, Moblaze or Eskimi. Leveraging their techand reach ensures our clients maintain superior targeting and engagement capabilities.