The latest Investing Matters Podcast episode featuring Jeremy Skillington, CEO of Poolbeg Pharma has just been released. Listen here.
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Third-party cookies are not illegal.
Currently only the browsers ask for consent.
The industry, i.e. Google may soon phase them out.
Maybe they are cynically addressing a genuine concern - but for sure they have business advantage at heart.
I’m a software developer by profession and I can unhappily say there are many alternatives to the third party cookie system used by most targeted advertisers today. Simplest form work around is to have your backend regulater the effect of the 1st party to 3rd party cookie for you but I can think of a number of potential ways for such services to cooperate.
Be quiet you Pillock!
Google removing cookies from Chrome is old news. It was one of the industry challenges when
Apple announced they are doing away with cookies.
It was part of 1st point of my 3 reasons why the ad tech bubble will burst..
this from my post of 12th Feb:
"For some time now, I have stated that I believe the second dot-com bubble would be the paid ads bubble. Prior to this change, I attributed things like ad fraud, ad blockers, lack of control over ad placement and messy attribution for why this bubble would burst. When you combine all those reasons with Apple’s announcement and the deprecation of third-party cookies, which will make ad targeting more difficult, I believe this will be the beginning of the burst of the paid ads bubble."
https://www.forbes.com/sites/forbestechcouncil/2021/02/10/what-apples-privacy-changes-mean-for-the-tech-industry/?sh=6e4c64ad6944
Today's news is following on from the removal of cookies... privacy, GDPR/CCPA etc..
Companies in this space are working on open sourced alternatives to cookies in a big way.
Three big ones at the moment. More probably to follow. They want to come up with a unified source, or sources, market willing.
The diminution of cookies very well may benefit the SSPs, as the publishers have much of the data the brands want.
Cookies or otherwise, targeted advertising will never go away.
Google state: "Today, we're making explicit that once third-party cookies are phased out, we will not build [alternative] identifiers to track individuals as they browse across the web, nor will we use them in our products,".
This is nonsense of course as Google's revenues depends heavily on advertising.
They are playing with words.
Google have many other identifiers already, as does CTV.
Google, which will continue to sell ads, argues that it and other companies need to come up with a solution that "delivers results" for advertisers:
https://www.bbc.co.uk/news/technology-56267425