Google Chrome's new proposed cookie alternative may be favoured by consumers and regulators, but appears to offer significantly reduced value for advertisers, according to early reactions from adtech experts.
The delay wasn’t a surprise, so can we get on with industry evolution now?
Five adtech and agency experts from across Asia-Pacific discuss how an extension to the deprecation of third-party cookies will alter solutions in APAC, whether it will kill momentum, and whether the industry will be ready by 2023.
In a blog post, Google said it had become clear that "more time is needed across the ecosystem to get this right".
The adtech firm behind the open source Unified ID 2.0 states its case for why the universal identifier remains a powerful cookie alternative, even without Google's involvement.
The company's overnight announcement that it would not support ID initiatives led to shock and misunderstanding. Industry experts weigh in on what it really means, and what Google's true motivations are.
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