Amid the Department of Justice's antitrust lawsuit against Google and the imminent self-imposed deadline for removing third-party cookies from its Chrome browser, Google's Vice President of Global Advertising, Dan Taylor, asserts that the company is unwavering in its commitment to the timeline for cookie depreciation.
"Cookies will be phased out completely from Chrome at the end of 2024." Despite the challenges posed by the antitrust suit, which alleges Google's violation of U.S. antitrust laws and manipulation of the search ad auction market, Taylor remains confident that the advertising business will persevere. We disagree with the DOJ's claims. We have no intention of selling or divesting this business. In fact, we're focused more than ever on helping our publisher partners and our advertiser partners deliver great ROI and great monetization," said Taylor.
Discussing the ongoing efforts to introduce alternative solutions to third-party cookies, Taylor highlighted the importance of adapting to the changing landscape of online privacy. He urged stakeholders to move beyond legacy technologies, emphasizing the inevitability of a more private internet that still facilitates advertising use cases.
Regarding the impending real-world testing environment in January 2024, when 1% of cookies will be deprecated from Chrome, Taylor expressed anticipation. This environment will allow a comprehensive understanding of how campaigns, performance, volume, and ad relevance will be affected in the absence of a third-party cookie signal.
Reflecting on recent experiments, Taylor shared promising results from a Q2 experiment in Google Ads on Topics, where third-party cookies were replaced with Topics. The experiment demonstrated high fidelity in terms of scale, performance, and relevance, indicating positive progress with API alternatives.
Taylor said: "That gives us a good signal that we're on the right path with regard to these APIs, but seeing them testing in a real-world environment is something we're looking forward to."