{"id":28740,"date":"2021-06-25T15:00:36","date_gmt":"2021-06-25T13:00:36","guid":{"rendered":"https:\/\/yieldbird.com\/?p=28740"},"modified":"2024-07-22T19:27:11","modified_gmt":"2024-07-22T17:27:11","slug":"google-delays-cookie-removal-check-why-this-is-happening","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/google-delays-cookie-removal-check-why-this-is-happening\/","title":{"rendered":"Why Google Delays Cookie Removal &#8211; and What Will Happen Next"},"content":{"rendered":"\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span class=\"has-inline-color has-black-color\">Yesterday&#8217;s news about the postponement till late 2023 of the exclusion of 3rd party cookies in Chrome has led to a collective sigh of relief from all and sundry.<\/span><\/strong><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\">Third-Party Cookies: What&#8217;s the Status Quo?\n<\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Google had been due to call time on <strong>3rd party cookies<\/strong> for Chrome at the end of this year, with neither Publishers nor Advertisers prepared for prospect.<br><b>The delay can be put down to the fact that Google is also not ready with its Privacy Sandbox proposals<\/b>. Although work on solutions has been underway for some time, with many companies having given both feedback and ideas, Sandbox has met with both scepticism and criticism. <\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\">The Criticism of Privacy Sandbox\n<\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">It is clear that in its current form FLoC and the other Sandbox initiatives will not achieve a sufficient level of propagation, which threatens the revenues of Publishers who rely heavily on Google Chrome, as well as the technological giant itself.<br>Large-scale FLoC tests in the EU have not been successfully launched, hindered by the fact that the European Commission has embarked on a formal antitrust investigation, stating that it will investigate &#8220;Google&#8217;s announced plans to prohibit the placement of <em>3rd party cookies<\/em> on Chrome and replace them with the &#8216;Privacy Sandbox&#8217; set of tools&#8221;. Earlier, similar actions were taken by U.K.&#8217;s Competition and Markets Authority (CMA).<br>Other browsers have also criticized FLoC, accusing it of, among other things, leaking data and enabling personal identification, using a combination of FLoC ID and digital fingerprinting.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\">What Happens Next with Google Delays Cookie Removal?<\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Google needs to respond to these problems; and further develop FLoC. First of all, it needs to upscale its testing regime; but this will take time, hence the introduction of a new timeline for changes.<br>It looks as if <strong>3rd party cookies<\/strong> are set to remain with us for at least another 18 months. How will we choose to spend this time? Will Advertisers start using their potential and build scale. Or maybe the pace of their adaptation will slow down and they themselves will become the targets of the lawyers.<br>The next few months promise to be very interesting, filled with edge-of-your seat uncertainty. Who knows what will happen? If matters continue to unfold like a Hollywood movie, then we recommend buying pop-corn.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">For any questions you may have on getting ready for the cookieless future &#8211; do not hesitate to contact us!<\/span><\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-background\" href=\"https:\/\/yieldbird.com\/publishers-solutions\/\" style=\"border-radius:5px;background-color:#ff2450;color:#fffffa\">Check our services<\/a><\/div>\n\n\n\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link has-text-color\" href=\"https:\/\/yieldbird.com\/#contact-section\" style=\"border-radius:5px;color:#ff2450\">Let&#8217;s arrange a chat<\/a><\/div>\n<\/div>\n\n\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Yesterday&#8217;s news about the postponement till late 2023 of the exclusion of 3rd party cookies in Chrome has led to a collective sigh of relief from all and sundry. Third-Party Cookies: What&#8217;s the Status Quo? Google had been due to call time on 3rd party cookies for Chrome at the end of this year, with [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":17949,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"content-category":[],"class_list":["post-28740","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-tech"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28740","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=28740"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28740\/revisions"}],"predecessor-version":[{"id":33346,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28740\/revisions\/33346"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media\/17949"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=28740"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=28740"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=28740"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=28740"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}