Month: July 2024

Google said Monday it will scrap its years-long efforts to eliminate third-party cookies on Chrome, and will give users a choice on how and when to protect their privacy.

X Corp. wants a federal appeals court to reject an attempt to revive claims that the company violated an “anti-pretexting” law by asking users to provide contact information for security purposes,
then harnessing that information for ad targeting.

X Corp. is urging a federal appellate court to reject a Washington state resident’s attempt to revive claims that the company violated an “anti-pretexting” law by asking users to provide contact
information for security, then harnessing that information for ad targeting.

After much back and forth, Google has decided to keep third-party cookies in its Chrome browser. Turns out all the fuss over the years wasn’t in vain after all; the ad industry’s cries have finally been heard.

In an “updated approach” announced in a blog post today, Google revealed it won’t be “deprecating third-party cookies.” Instead, it’s introducing a “new experience in Chrome” that lets users make an informed choice across their web browsing, which they’d be able to adjust at any time.

Google executives are already discussing this pivot with regulators including the U.K.’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO) and plan to do the same with the industry soon. For now, details on what this actually means remain light. And as for a timeline, Google seems to have learned its lesson from the numerous delays to its cookie-killing plans — there isn’t one.

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Apologies for not putting more of a disclaimer on that headline, and further apologies to anyone who spit their coffee out onto their laptop. But you read it right: Google is seriously considering plans to scrap third-party cookie deprecation in Chrome. Instead, Google is proposing some kind of TBD opt-out tool for third-party cookies. Google […]

The post Google Says It Might Not Deprecate Cookies In Chrome After All (?!) appeared first on AdExchanger.

Patrick Roman Gut, senior vice president, head of new business, Adstra

For decades, online advertising has relied upon a consistent, ubiquitous identifier: the cookie. Yet the cookie’s days are waning. Even though Google has delayed its cookie deprecation plans (again), there will eventually come a day when the Chrome browser no longer supports third-party cookies. 

Other major browsers like Safari and Firefox already default to cookies off, so no matter when Google finally makes the change, it’s clear that the world has entered a post-cookie era. Another way to think about this is as a multi-identifier era, where brands must use multiple tools and tactics to find and understand their customers across online environments. 

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Elly Analytics, a technology startup that tracks data across a user’s entire funnel, has secured $1 million in seed funding led by Altair Capital and PTV Ventures.

The Alphabet-owned driverless car service is getting aggressive against alleged vandals after a series of violent incidents in San Francisco.

Alphabet will release earnings Tuesday, and advertisers will be listening for information on how the rollout of AI Overview in search will impact businesses.