On Our Minds: Is Google Close to Rolling Out an Opt-In/Out Option on Chrome?

Earlier this year, we shared the surprising news that after years of preparation from the advertising industry, Google announced that they would not be phasing out third-party cookies from Chrome, but instead would allow Chrome users to choose their preferred cookie settings. Google has noted that they are continuing to develop their Privacy Sandbox API to enhance privacy measures.??

According to a recent report by Digiday, anonymous sources have shared that Google is in the late stages of finalizing their cookie consent prompt for Chrome users. Insiders shared that the opt-in/out language could be finalized as soon as this week. Google is understandably avoiding confirming any concrete details, saying to press, “This approach, which lets people make an informed choice that applies across their web browsing, is still being discussed with regulators and we will share more details at the appropriate time.”

Meanwhile Google continues to develop their Privacy Sandbox technology. International privacy watchdog organizations, such as the UK’s ICO, have flagged additional concerns that Google’s latest Privacy Sandbox proposals will not meet their regulatory requirements.

How should Broadway advertisers and marketers continue to spend this waiting game? First-party data collection and exploiting cookieless solutions should be at the top of your list.? When Google does eventually give users the power to opt-in or out of third-party cookies, it’s expected that far fewer users will opt-in than out, based on industry insights from Apple’s App Tracking Transparency (ATT) update on iOS back in 2021.

Will Google give users the gift of choice this holiday season, or will they circle back in the new year?? Only time will tell.

To get exclusive access to Situation's weekly industry insights, subscribe to Broadway Briefing Pro here: https://broadwaybriefing.com/pro/