Publishers could see the writing on the wall when it came to Google’s announcement that it was delaying cookie deprecation from Chrome yet again.
And while there’s a shared commitment amongst media execs to continue testing cookieless alternatives in the meantime, allocating resources to delve further into Google’s Privacy Sandbox isn’t going to happen — at least not until the company accelerates beyond the 1% deprecation level.
Four out of five publishers who spoke for this story told Digiday that they welcome the delay to fully depreciate third-party cookies from Chrome, especially if the alternative solutions — including Google’s Privacy Sandbox — aren’t up to snuff. And they encourage Google to make improvements based on the reports issued by the U.K. Competition and Markets Authority (CMA) that will ultimately produce a solid solution. The fifth publisher, Justin Wohl, CRO of Snopes and TVTropes, however, said the delay was, “more frustrating than anything.”
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