In this edition, we're getting real about Google's latest cookie decision, explaining why it doesn't change much in the long term, plus we add context to updates from CoolerX, Microsoft Advertising and Criteo.
This week, we’re debunking a myth about cookies, and not the tasty kind. Namely, we’re debunking the idea that Google’s recent cookie backtrack will have a significant, long-term impact on the future of our industry. Google's decision to not deprecate third-party cookies is an important and necessary move for now, given that their alternative isn't ready. However, its significance is likely to diminish in the long term as more solutions continue to develop. The primary drivers behind this decision include pressure from regulatory bodies such as the Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO), as well as pushback from industry stakeholders like the IAB, publishers and advertisers who deemed Google’s Privacy Sandbox replacement inadequate.
Despite this decision, larger actors in the advertising industry have already moved on. Apple’s abandonment of third-party cookies in Safari and enabling privacy consent controls exemplifies the broader trend toward server-side tracking, first-party data, machine learning and alternative identity solutions like EUID and LiveRamp’s Ramp ID. These technologies address privacy concerns and regulatory challenges more effectively, suggesting that the industry’s evolution will continue unabated.
Retail Media Networks (RMNs) may temporarily benefit from the continued availability of third-party cookies for scale and targeting. However, the future-proof nature of first-party data, which offers richer, more compliant insights, ensures its growing dominance. Both brands and retailers have increasingly focused on first-party data strategies to align with privacy regulations like GDPR and to enhance customer relationship management.
While Google's reversal provides temporary relief, the industry’s long-term trajectory towards first-party data and privacy-centric solutions remains unchanged. The continued development of the Privacy Sandbox and similar initiatives will likely proceed, furthering the shift towards more robust and compliant advertising ecosystems.
So, take a bite out of that! Shout out to our experts, Digital Media Operations Director Callen Johnson and Media Director Kate Hopkinson for their invaluable insights in debunking this myth!
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About Threefold
Founded in 2008, Threefold is the world's leading Retail Media Network (RMN) specialist, headquartered in both New York and London. As part of the SMG agency network, which employs nearly 400 retail media experts, Threefold's primary mission is to unlock incremental brand and supplier budgets, curate media campaigns that supercharge sales and elevate its retail partners into top-tier omnichannel media owners, spanning in-store, off-site and online.
Threefold's services include the leading Retail Media Operating System Plan-Apps, consultancy and a white-label in-house solution that has seen the agency build, run and operate over 10 Retail Media Networks to date. In the UK, Threefold runs and operates Walgreens' Boots Media Group, ASDA’s LS Eleven Media Services, Co-op Media Network, Morrisons Media Group and retail media for The Very Group.
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