Publift reposted this
What an interesting way to get back into it after a long vacation 🏖 TL;DR: The ultimate call has been made and 3P cookie deprecation has been cancelled! ... Maybe? Over the past few years (it’s been that long), us Publifters would go back and forth over lunch or around the water cooler on “will Chrome really pull the pin on 3P cookies?” and with the help of hindsight, we know that the ad-revenue footgun is to be holstered, at least for now or if regulators permit this pivot. With Chrome not having an adopted alternate solution to cookies and a deadline looming, this piece of news hasn’t caught us off guard. End users of the internet want to feel like their phone isn’t listening to them. Governments are increasingly pursuing adequate legislation to ensure their citizens have control over their data and feel protected. I read this announcement as Chrome beginning to change their narrative to mirror those requirements, which is a good thing. And of course, it avoids major short-term product holes. So with that said, it seems that cookies and how they’re used today will continue to be molded into something more suitable to what end users want. Chrome is a big browser by market share, but Safari, Firefox and others still contribute a meaningful number of users across our customer base, without cookies by default. And that is just the web. Unsurprisingly, more and more people are consuming content in environments that don’t use cookies (e.g., CTV). Marketers want to be able to hit users with their messages in the right place at the right time, and 3P cookie coverage isn’t growing. With that, Publift won’t be halting our plans to provide our publisher with meaningful, revenue generating alternatives to cookies in the short term and beyond. I would love to hear your thoughts on this – are you surprised, disappointed, relieved? Leave a comment on your thoughts! #thirdpartycookies #3pc #google #adtech #privacysandbox
