After announcing last summer that it would not phase out third-party cookies in Chrome as planned, Google has provided few details about its proposed choice mechanism.
At the IAB’s Annual Leadership Meeting in Palm Springs, Google’s VP of Privacy Sandbox, Anthony Chavez, shared that Chrome users will receive a “one-time global prompt” — though the specifics and rollout timeline remain unclear.
Davis+Gilbert Privacy, Technology + Data Security partner Gary Kibel shared his insights in this AdExchanger article by Allison Schiff, noting: “once they do activate any new functionality, it will be very impactful for the industry – but who knows when that will happen.”
How, and when, will this development affect advertisers and ad tech companies? While the mechanism rollout is at least several months away according to Google, if a large percentage of users opt out, third-party cookie availability could decline.
For more on Google’s plans and the impact, read the full article AdExchanger article below.