.png)
Since Google’s July bombshell announcement that they were changing how they approach cookie “deprecation” by giving the consumer control over tracking, the industry has been waiting with baited breath to see how this might unfold. The Outcome will be tracking and synthesizing news as it comes in so you don’t have to. Bookmark and follow this page for ongoing updates.
Judge Amit Mehta ruled against Google in an antitrust case against its search business. This is huge news, and signals a potential sea change for anti-competitive accountability. This tees up a similar case against Google that begins September 9, examining its control of both demand and supply sides of the ad stack.
Google’s latest approach to cookies and consumer consent is likely a way to mitigate some regulatory pressure as they face a barrage of legal action.
Criteo’s Chief Product Officer Todd Parsons says that Google’s consent prompts will more clearly communicate the value of tracking to consumers, compared to Apple's ATT more draconian approach, reported Digiday.
If that is the case, Google’s opt-in rate will likely be higher than Apple’s 20%. This means that there might be just enough cookies to make them functional. Take this with a grain of salt, as Criteo’s business relies on third-party tracking capability.
“What I do think is that this time round the language that consumers are addressed with and the way that they’re educated should be more favorable [than what Apple did],” said Parsons.
This is the clearest sign yet that Google is taking a similar but distinct approach to user privacy. While Apple went full sledgehammer, aggressively blocking third-party tracking through mobile IDs, Google seems to be using a scalpel, emphasizing user choice and transparency. - Digiday
