Google Delays Chrome's Cookie Phase-Out to 2024, Ad Industry Welcomes Respite
Google has pushed back the phase-out of third-party cookies in Chrome until 2024 at the earliest, a move welcomed by the ad tech industry. This delay comes amidst concerns about the reach of targeted advertising on the platform.
Currently, only 60% of Chrome's users can be targeted for ads due to privacy settings or incognito browsing. This means that the ad tech industry is currently reaching only 30% of the open web through programmatic means. Given Chrome's dominance, representing 50% of the open web, this significantly impacts the industry's ability to deliver targeted ads.
Alan Tinkler, a professional involved in tech and trading discussions, recently discussed this issue on the latest TraderTalk episode. He highlighted the 'big Chrome addressability lie' that the industry has been living with, where the actual reach of targeted ads is much lower than previously thought.
Google's delay in removing third-party cookies buys the ad tech industry more time to adapt. However, the industry must now confront the reality of Chrome's addressability and find alternative solutions to maintain effective targeted advertising.
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