Product-level Turtledove

In January 2020, Google announced that it will end support for third-party tracking cookies in the Google Chrome browser “within two years,” signifying major changes for retargeting Google Ads. In June 2021, this timeline was extended to 2023, June 2022 brought yet another extension to the 2nd half of 2024, and in April 2024 it was postponed to the beginning of 2025. Moreover, Google Chrome declared withdrawing 1% of 3rd-party cookies in Q1 2024 to provide a reliable environment for testing.

Other browsers, such as Safari, Firefox, and Edge, have already stopped supporting 3rd party cookies for retargeting ads. But from the marketer’s point of view, the fact that Google will also follow this trend for retargeting Google Ads is important due to Chrome’s over 60% market share. Therefore—how will retargeting work without cookies?

Imagine a world without personalized ads. Brands would be forced to build generic messaging and throw it into the void, praying that it connected with someone. Customers would be less likely to find the products they actually want and forced to settle for whatever they happened upon online. Personalized ads help companies connect with people who actually want their products and save consumers from wasting their time on irrelevant content.

However, there’s a new challenge on the horizon. Consumers have become increasingly privacy conscious, and as an industry, we have had to find new ways to personalize our content to consumers while also respecting their privacy. This guide will walk you through personalized ads and how they will function as we move towards more privacy-friendly personalized ads.

It might have been delayed, but the end of third-party tracking cookies is coming at the beginning of 2025, and businesses can’t afford to keep pretending otherwise. The good news is that thanks to this delay, there is still a small window of opportunity for companies to prepare for the cookieless future by engaging with the Google Chrome Privacy Sandbox.

In early 2020, Google first announced its intention to retire third-party cookies from Chrome. Despite numerous twists and turns, one thing remains certain: the relevance of third-party cookies is on a downward trend across most browsers, and this will likely affect Chrome as well. This development has marketers worried about the future of personalized and relevant advertising. The good news is they don’t need to be concerned. RTB House has managed to fine-tune Chrome’s new cookieless tool—the Privacy Sandbox—so that it can tailor ads to specific users while protecting their privacy. How is this possible, and what role does the Product-Level Turtledove play in the process? Let’s dive into it.

When you run a business, reaching the right customers with your offers is one of the fundamental requirements for success. All of the uncertainty around whether this will still be possible when Google switches off 3rd-party cookies is obviously a worry — especially as things are moving fast and it is difficult to keep up with the news. We can’t all be experts.

Luckily, we have experts on hand so you don’t have to be one. Laurie da Silva and Richard Johnson are hosting a new series of snackable videos on The Cookieless Future. They give a point-by-point breakdown for newcomers and more detailed explanations for those familiar with the subject. Watch the first video now, which talks about whether the end of cookies means the end of advertising. And, if not, what is set to replace them? Get to know more about advertising without cookies.

Marketers have long relied on the use of 3rd-party cookies to create personalized ads and rightly so. They’ve been a fundamental route to success for many years now, however, the end is near!

With Google’s announcement that its Chrome browser will no longer accept cookies in the future, those in the industry are now asking themselves the same worrying question – can you create a personalized ad without the use of cookies?

Our experts Laurie da Silva and Richard Johnson are back again for another episode with some savvy information on how exactly we can plan to handle personalization without cookies.
Watch the 2nd episode now to get an insight into how methods of data monitoring will change and which talks about a new way forward for an individual experience.

It’s sure to be a game changer!