Attention advertisers, the hourglass has flipped! Google still plans to phase out cookies on Chrome by the end of 2024. In the meantime, they’re working on developing new “Privacy Sandbox” solutions that will adhere to stricter privacy standards in digital advertising. Many other browsers have already transitioned to a cookie-less model, but with Chrome handling 65% of the share of browser traffic in the US alone, its change is a big shift.
Google’s recent endorsement of privacy-oriented first-party data is yet another example of how companies are increasingly relying on clean rooms to comply with stricter US privacy standards and regulations. Amazon is one of the many companies that have already been utilizing clean rooms to protect user data, and it’s clear that this trend is here to stay.
Google is sounding the horn to advertisers to get ready for a big change, but the pressure is still on for the transition to go as smoothly as possible. Ad-spend is still their main source of revenue, so any missed blocks could mean a knockout punch to their bottom line.
