{"id":610964,"date":"2024-03-01T22:35:05","date_gmt":"2024-03-01T19:35:05","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/google-addresses-third-party-cookie-deprecation-concerns-its-time-to-move\/"},"modified":"2024-03-01T22:35:05","modified_gmt":"2024-03-01T19:35:05","slug":"google-addresses-third-party-cookie-deprecation-concerns-its-time-to-move","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-addresses-third-party-cookie-deprecation-concerns-its-time-to-move\/","title":{"rendered":"#Google addresses third-party cookie deprecation concerns: \u2018It\u2019s time to move\u2019"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a297551b6db7\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a297551b6db7\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-addresses-third-party-cookie-deprecation-concerns-its-time-to-move\/#Dan_Taylor_Googles_vice_president_of_Global_Advertising_Strategies_is_urging_advertisers_to_act_now\" >Dan Taylor, Google&#8217;s vice president of Global Advertising Strategies, is urging advertisers to act now.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Dan_Taylor_Googles_vice_president_of_Global_Advertising_Strategies_is_urging_advertisers_to_act_now\"><\/span>Dan Taylor, Google&#8217;s vice president of Global Advertising Strategies, is urging advertisers to act now.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nGoogle advised advertisers to take urgent action by investing in AI as it addressed potential third-party cookie deprecation delays.<\/p>\n<p>The UK\u2019s Competition and Markets Authority (CMA) warned the tech giant last month that it could not proceed with the removal of third-party cookies unless it resolved some privacy concerns first.<\/p>\n<p>However, it <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ears Google is confident these issues will be ironed out ahead of time as Dan Taylor, the company\u2019s vice president of Global Advertising Strategies, confirmed it is still on track for a cookieless Chrome in the second half of 2024 as planned. With that in mind, he told advertisers that it\u2019s \u201ctime to move\u201d and look for long-term cookie alternatives during an interview with <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.campaignasia.com\/article\/its-time-to-move-googles-vp-global-ads-on-cookie-deprecation-privacy-regul\/494670\">Campaign<\/a>.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p><strong>Marketers aren\u2019t ready<\/strong>. Taylor claimed that just 30% of markets feel prepared for third-party cookie deprecation. He also noted that both advertisers and publishers have been reluctant to invest in cookie alternatives.<\/p>\n<p><strong>Moving forward.<\/strong> Advising how advertisers should navigate a cookieless world, Taylor suggested overcoming signal loss by prioritising the following:<\/p>\n<ul>\n<li>AI investment.<\/li>\n<li>Refined targeting.<\/li>\n<li>Measurement and ad delivery strategies.<\/li>\n<\/ul>\n<p>Taylor also suggested providing more information and control to consumers. For instance, letting them know when their data is being used and explaining the value it brings. He added:<\/p>\n<ul>\n<li>\u201cReminding consumers in the moment when use of their data is actually delivering value to them is far more powerful because they can decide whether or not that data is useful to provide at that moment or whether it\u2019s an experience they find creepy or don\u2019t want. It\u2019s not viable for us to just recreate the same technologies under a new guise.\u201d<\/li>\n<\/ul>\n<p><strong>Investing in A<\/strong>I. Taylor reiterated the importance of using AI to reach your target audience in a cookieless environment. He concluded:<\/p>\n<ul>\n<li>\u201cDigital marketing was built on the promise of precision and when that precision goes away, your predictive capabilities need to go up. Fortunately, we think AI is at a point where it\u2019s going to take the industry into the next decade of innovation.\u201d<\/li>\n<li>\u201cFor businesses, you can either ignore these enforced changes until it\u2019s no longer tenable, or you can start investing in AI and become a more adaptable, versatile organisation.\u201d<\/li>\n<\/ul>\n<p><strong>Why we care<\/strong>. Marketers still heavily reliant on targeted advertising through third-party cookies should act promptly to explore alternative methods for reaching high-value consumers. Failing to prepare could have catastrophic consequences for campaign performance.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><strong>Deep dive<\/strong>. Read our SEO and the future world without cookies investigation for more information.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Nicola Agius\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/nicola_agius\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/nicola_agius\" alt=\"Nicola Agius\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Nicola Agius<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=nicola_agius&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/nicola-agius-8b330956\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Nicola Agius is Paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Editor of Search Engine Land after joining in 2023. She covers paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company&#8217;s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.                   <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-third-party-cookie-deprecation-delay-concerns-438079\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dan Taylor, Google&#8217;s vice president of Global Advertising Strategies, is urging advertisers to act now. Google advised advertisers to take urgent action by investing in AI as it addressed potential third-party cookie deprecation delays. The UK\u2019s Competition and Markets Authority (CMA) warned the tech giant last month that it could not proceed with the removal&#8230;<\/p>\n","protected":false},"author":1,"featured_media":610965,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-robot-reading-book-1920.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,142591,147878,107942],"class_list":["post-610964","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-google-ads","tag-paid-social","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/610964","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=610964"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/610964\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/610965"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=610964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=610964"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=610964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}