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The cookie crumbles

The big news of the last fortnight has been Google yet again pushing its cookie deprecation date to early 2025. The regulator CMA (Competition and Markets Authority) is still evaluating Google’s Privacy Sandbox solution. The jury is really out on this one.

The regulatory concerns

CMA has come up with no less than 79 concerns in its latest report. The major according to market intelligence and testing have been that the Privacy Sandbox self preferences Google’s ad products and the advertisers might end up bidding against themselves. This will keep Google on top of the ad game. Another point of contention is the user privacy compromise.

The alternate solution

This can be an opportunity for the smart industry players to take advantage of the many cookieless solutions like contextual/semantic targeting etc present outside of Google's walled gardens. The latent potential of monetisation of first party data and precision targeting will now be delved into.

Opportunity in crisis

There are some key stakeholders of the adtech world like TeCreo who have been on a mission to democratize the ecosystem and end Google’s monopoly. Their upcoming DMP project DataTec is a step in this direction for creating a level playing field for everyone. This could be a blessing in disguise for them.

by Harveen Sawhney

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