Eric Wheeler | Source | CEO at 33Across

Google's recent announcement regarding its cookie deprecation deadline has sent ripples throughout the industry. As the deadline gets pushed back once again, it’s imperative for publishers and advertisers alike to leverage this extended timeframe strategically.

In response, here is commentary from client 33Across CEO Eric Wheeler:

“It was no surprise that Google once again moved the goalpost on the cookie deprecation deadline. If we’ve learned anything from the past few months, we have a lot of work to do. Publishers have been given the gift of time to continue testing alternative identifiers and measure performance against third-party cookies. Almost half of a publisher’s inventory is cookieless, so finding alternative identity solutions that scale is vital; however, solutions need to be vetted for adherence to the buy-side’s stipulations and user privacy while industry standards are finalized.”

As you probably saw, Google has decided not to deprecate third-party cookies in Chrome. This decision comes as part of an “updated approach” that introduces a new experience in Chrome, allowing users to make informed choices about their web browsing and adjust these settings at any time. Despite this pivot, Google continues to emphasize the importance of privacy-preserving alternatives through its Privacy Sandbox initiative, which will remain a key focus moving forward.

Below is some commentary from 33Across CEO Eric Wheeler:

“Google’s constant back and forth on whether it would remove third-party cookies, has resulted in the industry rallying to create a cookie alternative infrastructure. Digital advertising is moving away from third-party cookies as newer growth channels like in-app, out-of-home, gaming, and CTV do not operate in browsers or require third-party cookies. Today approximately half of the web operates on Safari, Microsoft Edge, and Firefox which do not use cookies; reaching that non-cookied other 50% of your audience on the web is a big opportunity. Major publishers, advertisers, and platforms are moving ahead without Google to implement integrated measurement and addressability programs.”

I wanted to share a timely comment from 33Across CEO Eric Wheeler regarding Yahoo’s recent announcement about expanding its ConnectID to supply-side partners, including Amazon. This marks another significant step in the industry’s shift toward identity solutions ahead of third-party cookie deprecation.

Eric’s take on the news:
"Yahoo’s announcement about enabling its ConnectID to supply-side partners will expand targeting opportunities for audiences across the open web. This comes at the heels of Zeta Global’s announcement of its intent to purchase LiveIntent to secure and expand its digital advertising business. With third-party cookies in severe decline, companies need effective identity solutions to protect their position, and we can expect to see more consolidation."

Please feel free to include this in any ongoing media coverage.