Cookieless Future News & Updates for May 2025

Google abandons standalone prompt for third-party cookies in Chrome

1 months ago

Google will not roll out a new standalone prompt for third-party cookies in Chrome, maintaining its current cookie choice system. This decision reverses earlier plans to phase out third-party cookies, affecting the ad tech industry. Users can still choose options in Chrome’s Privacy Settings. Some initiatives from the Privacy Sandbox will continue, including IP Protection for Incognito users. This update follows industry feedback, and Google will gather input on future plans.

Amazon DSP integrates Google Privacy Sandbox for enhanced measurement capabilities

2 months ago

Amazon DSP Cookieless Future

Amazon DSP integrates Google Privacy Sandbox into its measurement solutions, enhancing campaign visibility amid industry changes. This allows for better attribution of conversions from Chrome users who opt out of third-party cookies. The integration supports Amazon's Ad Relevance AI solution, improving ad targeting without relying on ad IDs. The feature is available across North America, Europe, the Middle East, and Asia Pacific.

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Microsoft Edge Launches Ad Selection API Preview for Privacy-Focused Advertising

7 months ago

Microsoft Ads Cookieless Future

Microsoft Edge has launched a limited preview of its Ad Selection API to balance effective advertising with enhanced user privacy. Key features include a privacy-first approach, trusted execution environments, and differential privacy. Available for testing outside the EEA and UK, it supports advertisers and publishers post-cookie deprecation. Developers can provide feedback via GitHub or public forums, showing Microsoft's commitment to privacy.

Google Privacy Sandbox Adds Deal Support, Clickiness Signals, Longer Interest Group Lifespans

8 months ago

Tracking Cookieless Future

Google's Privacy Sandbox is evolving based on feedback from stakeholders. Key updates include enhanced deal support, new "clickiness" signals for bidding, and extending the interest group lifespan from 30 to 90 days. These changes aim to improve ad performance while maintaining user privacy. Active participation from the industry is crucial for further development, balancing enhancements with user privacy.

Google Reports Promising Results from Privacy Sandbox Experiment for Display Ads

10 months ago

Display Ads Display & Video 360 +1 more

Google shared results from its display ads experiment using Privacy Sandbox APIs, conducted between January and March 2024, following its decision to keep third-party cookies in Chrome. Key findings include 89% and 86% recovery in advertiser spend for Google Display Ads and Display & Video 360, respectively, with ROI recovery at 97% and 95%. Remarketing recovery was lower due to reliance on third-party cookies. Google plans to continue developing Privacy Sandbox and expand its usage.

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Google Won't Remove Third-Party Cookies from Chrome

10 months ago

Tracking Cookieless Future

Google will keep third-party cookies in Chrome, reversing its 2019 promise to phase them out by end of 2024. Chrome will introduce a feature for users to manage cookie preferences. Google's Privacy Sandbox initiative continues, aiming to serve ads without cookies. The decision was influenced by regulatory pressure, industry feedback, and the need for more development time. This impacts advertisers by maintaining access to third-party data and reducing pressure to adopt new technologies.

Apple Releases Safari Private Browsing 2.0, Opposes Google's Topics API

10 months ago

Tracking Cookieless Future

Apple's WebKit team introduced Private Browsing 2.0 for Safari 17, enhancing protection against cross-site tracking and fingerprinting. Features include link tracking protection, blocking known trackers, advanced fingerprinting protection, and extensions management. Additional protections apply to all browsing modes, like capped cookie lifetimes and partitioned storage. Apple rejects Google's Topics API due to privacy concerns, emphasizing the importance of not adding fingerprintable APIs.

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Google Introduces 'First Party Mode' for Hosting Tags on Your Domain

10 months ago

Tracking Cookieless Future

Google has introduced a beta version of 'First Party Mode' for its Google tag system, allowing website owners to use their own first-party infrastructure for enhanced data privacy and security. This mode lets websites load Google tags from their own domain, forwarding measurement requests to Google. Benefits include enhanced data security, full IP obfuscation, and stricter content security policies. However, it may bypass ad blockers, raising ethical concerns.

Criteo: Google Must Improve Privacy Sandbox to Avoid 60% Ad Revenue Drop

11 months ago

Display Ads Cookieless Future

Criteo's tests show Google's Privacy Sandbox could cause a 60% drop in ad revenue for publishers if third-party cookies are removed today. However, with certain modifications, it could become a viable alternative. Criteo has requested Google to tweak the APIs to improve performance and fairness. Despite challenges, Criteo believes the concept has potential and urges more rigorous industry testing. Google acknowledges the feedback but emphasizes the need for broader adoption.

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