Tech

When Google’s ‘A new path for Privacy Sandbox on the web’ blog post about Chrome no longer deprecating third-party cookie was published a few weeks back, industry leaders breathed a collective sigh of relief.

Google’s recent decision to maintain its use of third-party cookies on Chrome, rather than phasing them out as previously announced, has sent ripples through the industry. This U-turn — like many of the tech giant’s decisions — has highlighted the complexities and dependencies within the digital ecosystem.

In a world where every moment counts, contextual targeting offers a path forward that is both effective and ethical, paving the way for a more meaningful and sustainable marketing ecosystem.

Ultimately, the decision to remain on X should be guided by a thorough evaluation of the platform’s alignment with a brand’s goals and target demographics, ensuring that the benefits outweigh the risks in an increasingly unpredictable social media landscape.

The battle for an open, fair internet – one that’s led by privacy-first technology, editorial excellence and world-class standards of transparency – can only be won with a thriving independent adtech sector.

The key to success is that telcos retain control of the solution and develop a true, service-layer proposition that’s easy to integrate and deploy.

Why Lifetime Value (LTV) Should Drive Your Online Ad Strategy

A crack tech team and experimental culture are also must-haves to win over consumers where it matters most – at the screenface.

Google’s cookie deprecation might continue to edge further into the future, but publishers and advertisers should take advantage of the delay to test and optimise the fast-evolving power of contextual data, readying themselves to hit the ground running as cookies fast approach their use-by date.

Along with new developments from other foundational models such as Claude3 and  Llama 3, the recent “updates” from OpenAi and Google show that AI transformation is accelerating.