Advertisers must continue their trajectories towards a cookieless future

With ongoing back and forth on a decision, this announcement isn't a complete surprise and we know many will be glad to delay change a little longer, to ensure enhanced privacy measures are fit for purpose and not rushed.

Despite some specifics remaining uncertain, Google’s update does not alter the direction of travel towards a more privacy-conscious landscape, something Mantis is well-prepared for, thanks to our signed-in users and established IDs. Advertisers must continue their trajectories towards a cookieless future – or at least, one where their impact is diminished.

With regulatory bodies such as the ICO still discussing the unsuitability of cookies, and with the exact nature of Google’s Privacy Sandbox remaining unclear, let’s not discount another twist in the cookie saga. This latest development benefits the ecosystem by preventing the implementation of inadequate solutions (like FLoC, FLEDGE or Topics), and enabling meaningful conversations with advertisers about embedding contextual advertising and its performance advantages.

Continuing to implement contextual tools and first party data strategies should be an ongoing priority for advertisers looking to reach their target audiences in an effective way.

View the full article here: https://www.exchangewire.com/blog/2024/07/24/cookie-deprecation-is-dead-what-should-the-industry-do-now/