How will cookieless advertising work? What actions do businesses need to take to future-proof their advertising plans?
Cookieless advertising: a quiet earthquake?
When Google first announced the deprecation of third-party cookies in Chrome, it quickly became the talk of the town.
The industry press coined a new, ominous word: “cookiepocalypse”. Every other webinar or conference was about this topic – even though, at that point, the consequences were unclear.
Then, Google postponed these changes; not once, but twice. Partly due to feedback they received from the industry around their Privacy Sandbox solutions, partly due to the scrutiny from antitrust authorities (especially in Europe).
Speculations started that Google would just keep on delaying the deprecation, and that the fearsome “cookiepocalypse” would, in fact, never materialize.
Some marketers got complacent. Some were distracted by newer trends, such as Generative AI. Cookieless advertising was no longer considered a hot topic.
Was this wishful thinking? Speaking at DMEXCO…
Our evaluation, recommendations and examples for UK companies
With the new UK “cookie law” now in force, many UK companies will be wondering what they need to do to be within the law. Given the difficulties in interpreting the guidance on this law we thought it would be helpful to create a summary of what the largest companies have done to comply.
If you missed it the ICO issued new, detailed guidance on Friday 25th May, this included a big change with more advice on implied consent. If you haven't read that, it's important to "get your head around it". It's actually good news since it means explicit opt-in, e.g. through a pop-up isn't necessary as we thought it might be at one point.
The companies I evaluate here will have the resources to implement the changes and to take the decisions balancing interpretation of legal requirements against problems against a…
