Google

The end of third-party tracking cookies is on the horizon, but it’s not as bad as you might think. Despite concerns from some advertisers that losing third-party cookies will make it impossible to deliver personalized advertising, there are already a number of effective solutions in the works to ensure that users can still enjoy relevant ads, without any privacy fears.

Let’s take a quick dive into why third-party tracking cookies are being retired, what that means for your advertising strategy, and why it’s actually a good thing for both customers and advertisers.

In 2023 Google announced the depreciation of third-party cookies and began the development of the Google Privacy Sandbox. However, the deadline has once again been pushed back, this time to 2025]. The reason? “The need for more time to evaluate and test the new technologies.” Despite positive developments, RTB House’s own tests of the FLEDGE proposal, with nearly 8 million ads in 50 countries, have shown that there is still plenty of work to be done to build effective cookieless alternatives.

In this Media Review, we bring together 5 stories, including Apple facing a new lawsuit over its data collection practices, the Privacy Sandbox expansion for web testing in 2023, and the EU’s Digital Services Act entering into force.

In this Media Review, we bring together 5 stories, including accusations against Meta for using ad-related data to harm the competition, Apple’s allowance for outside app stores on its phones, and Google sharing its First Party Sets (FPS) concepts as ready for testing.

In this Media Review, we bring together 4 stories, including the positive reception for FLEDGE, the French privacy regulator fining a game developer for leveraging IDFV (Identifier For Vendors), and the European Center for Digital Rights unifying the “dark patterns” interpretation in terms of cookie consent pop-up windows.

Google has released an article announcing the availability of Bidding and Auction services in the web version of FLEDGE, as well as the status on pending FLEDGE capabilities. These two Google releases could have a major impact on the adoption of FLEDGE in the near future.