Third-party cookies: Can’t live with ‘em, can’t seem to get rid of ‘em.
Earlier this week, Google delayed third-party cookie deprecation in Chrome for the third time. The end of third-party cookies will now happen in 2025, likely towards the beginning of the year.
The exact timing is TBD.
🤯 😮 😱
Not really. The move isn’t a shocker. Google’s Q4 deadline was increasingly unrealistic with each passing day.
Two different regulatory bodies in the UK have concerns about the Privacy Sandbox.
The Competition and Markets Authority (CMA), which has direct oversight of the Privacy Sandbox APIs, isn’t convinced this whole third-party cookie deprecation affair won’t serve to entrench Google’s market dominance.
And the Information Commissioner’s Office, which is the UK’s data protection authority, is worried that the APIs are exploitable and not as privacy protective as promised.
Meanwhile, the IAB Tech Lab doesn’t even think the Privacy Sandbox APIs work.
You will no doubt read many think pieces over the coming days and weeks (and months … and years?) about what Google’s most recent delay means for the online advertising industry.
- It’s a very bad thing.
- It’s a good thing.
- At least 2025 is a more realistic deadline.
- Just rip off the Band-Aid already, for god’s sake.
But this isn’t a think piece. It’s a goofy roundup of nerdy ad tech humor and we love it.
H/t to @kateritchie, @Myles_Younger, @dmarti, @reidjjackson, @pbannist, @stevenchoi, @aexm, @brave and @AdtechGod.
Surprise, surprise
Kate, we are one of those 10 people.
This is a joke for like 10 people and probably one of them is @AdtechGod pic.twitter.com/URas6gQqPB
— virgo’s groove (@kateritchie) April 23, 2024
Every last crumb
If third-party cookie deprecation takes any longer, we’re going to have to start splitting atoms.
If we take take very tiny bites, we can make the cookie last a long time! pic.twitter.com/6ddXbCNfA0
— Myles Younger (@Myles_Younger) April 24, 2024
The year is 10,191 …
Sounds about right.
The year is 10,191, the 57th year of the reign of the Padishah Emperor Shaddam IV.
Mentats from across the Imperium gather to celebrate the Postponement of the End of the Third-Party Cookie, the last ritual remaining from the forbidden thinking machines of old
— Don Marti 🐀 (@dmarti) April 23, 2024
Breaking news
There’s no love lost between The Trade Desk and Google. Remember when TTD’s VP of product, Bill Simmons, called the Chrome Privacy Sandbox “a massive investment in a project that could make the open internet a worse place for advertisers and publishers?”
Anyway, TTD’s stock rose in reaction to Google’s deprecation delay news.
The Current waking up this morning like: pic.twitter.com/kUMyt0ugmi
— Reid Jackson (@reidjjackson) April 24, 2024
Ad tech Nostrodamus
At 9:25 a.m. on Tues., April 23, Raptive’s Paul Bannister posted a “spicy” tweet thread (X thread, whatever) predicting the high likelihood of a third-party cookie deprecation delay.
A little less than eight hours later, at 5 p.m. ET that day, Google released its news.
Nice one, Paul. 🤩
So, it seems like I should be buying a lot of lottery tickets today. https://t.co/U811MZopLq https://t.co/4e8d1a38HD
— Paul Bannister (@pbannist) April 23, 2024
Half baked?
The Privacy Sandbox may need a little more time in the oven.
Elite adtech meme from @UofDigital today pic.twitter.com/bS36PRpZnY
— Steven Y. Choi (@stevenchoi) April 24, 2024
Tough cookies
But maybe the reason cookies just won’t die is because … you need to shoot them in the head? 🤷♀️
In light of Google’s 3P cookie postponement (again) & to show off that I’m using my Midjourney subscription well, I proudly give you ‘zombie cookies’: pic.twitter.com/DAMgvaEXVM
— Ana Milicevic (@aexm) April 24, 2024
Say the line, Google!
No roundup of this nature is complete without at least two references to The Simpsons.
It happened again.
Google has announced another delay to its planned removal of third-party cookies from Chrome.
Third-party cookies, mainly used to track users across the web for targeted advertising, won’t be fully phased out until 2025 at the earliest. pic.twitter.com/d6UjjwSmHg
— Brave Software (@brave) April 24, 2024
Surprise, surprise (redux)
For the record, we’re just “AdExchanger” and not “the AdExchanger,” but thanks for reading, @AdtechGod. 😃
When I read the @adexchanger
https://t.co/TTB54xXCtF pic.twitter.com/A6YIrqYKx8
— AdTechGod 🍪 (@AdtechGod) April 24, 2024
‘For the love of god and all that’s pure and good in the world … ’
Lastly, we express our condolences to Joshua Lowcock (@jlowcock), the most recent guest on our AdExchanger Talks podcast.
During the recording, which took place last week before Google’s announcement, we asked Joshua for his take on the likelihood of third-party deprecation this year. Or will there be another delay?
And he said: “I would hope for the love of god and all that’s pure and good in the world that they get phased out.”
Oh well. 🤷🤷🤷🤷🤷🤷🤷
And if you haven’t yet had your fill of cookie-related wisecracks, here are s’more.
