Google retains third-party cookies, but continues to develop the Privacy Sandbox alternative. Experts see this as more than just a weakening of the Privacy Sandbox. ๐ก๏ธ
๐๐ผ๐ฐ๐๐ ๐ฟ๐ฒ๐บ๐ฎ๐ถ๐ป๐ ๐ผ๐ป ๐ณ๐๐ฟ๐๐ต๐ฒ๐ฟ ๐ฑ๐ฒ๐๐ฒ๐น๐ผ๐ฝ๐บ๐ฒ๐ป๐๐ ๏ธ
Daniel Voloลพ, Country Manager DACH at RTB House, emphasised to T3N that the decision does not mean a return to the status quo. RTB House continues to rely on the Privacy Sandbox and sees it as a data protection-friendly alternative. He demands clear statements from Google on user choices and implementation details, in particular on user options, technical details and timetables.
โ๏ธVeronique Hahn, Senior Consultant Web Analytics at Morefire, criticises the fact that the parallel use of third-party cookies weakens the position of the privacy sandbox. However, Google’s announcement has continued to attract attention and revitalised the discussion about privacy-friendly tracking alternatives.
๐ชThe discussions surrounding third-party cookies have put the issue of data protection centre stage and encouraged companies to use the privacy sandbox. However, data protectionists criticise the lack of user control over their data, while advertisers fear that targeted marketing will be restricted.
๐๐ผ๐ฐ๐๐ ๐ผ๐ป ๐ฑ๐ฎ๐๐ฎ ๐ฝ๐ฟ๐ผ๐๐ฒ๐ฐ๐๐ถ๐ผ๐ป-๐ณ๐ฟ๐ถ๐ฒ๐ป๐ฑ๐น๐ ๐๐ผ๐น๐๐๐ถ๐ผ๐ป๐๐ต๏ธโโ๏ธ
Despite Google’s decision to retain third-party cookies, the issue remains relevant. Companies have already invested heavily in adapting to the Privacy Sandbox, and it remains unclear when third-party cookies can be completely deactivated.
Veronique Hahn sees the ongoing dialogue between regulators, advertisers and platforms as an opportunity to develop new data-efficient tracking solutions.
And what do you think about itโ
