Google still grappling with cookie opt-in model details

Publishers and agencies have numerous questions for Google regarding its decision to hold off on unilaterally removing third-party cookies in Chrome.

Google, however, remains tight-lipped. Alex Cone, the Privacy Sandbox product manager, joined a virtual panel hosted by U of Digital on Friday, to discuss the matter. Despite limited new information, Cone clarified that the timing of third-party cookie deprecation and the Privacy Sandbox proposals were never directly linked.

Cone assured that the new Chrome privacy APIs would proceed as planned. He explained that while third-party cookie deprecation and the Privacy Sandbox proposals are distinct, the deprecation was intended to encourage Sandbox adoption. Without the removal of third-party cookies, the industry lacks motivation to revamp the online advertising infrastructure.

Regardless of cookie deprecation status, companies have been testing and implementing Sandbox APIs for months. The Chrome relevance and measurement APIs, for example, have been available since last fall, even before Google began disabling cookies for 1% of Chrome users earlier this year.

Google asserts that the Privacy Sandbox is not meant to replace cookies. Therefore, the adoption of the Chrome Privacy Sandbox and the deprecation of third-party cookies are independent processes. However, this viewpoint may not be shared by regulators and much of the ad industry.

Regarding Chrome's new opt-in model, both buyers and sellers are eager to know if it will mirror Apple’s ATT framework, which significantly impacted targeted advertising by making Apple’s mobile ad ID largely ineffective. Details remain sparse.

“Our goal is to ensure users can make an informed choice about the data tracking they agree to,” Cone stated during the webinar. He mentioned ongoing work on user interface designs that will be discussed with regulators as they progress. Beyond that, no new information was provided.

This emphasis on “informed choice” could involve giving users clear information about cookies and an easy way to opt out of tracking, similar to Apple’s ATT prompt. Privacy Sandbox VP Anthony Chavez highlighted the aim to "elevate user choice" in a recent announcement, suggesting the consent opt-in will be prominently clear to all users.

Small changes in Chrome’s consent choice system could significantly affect user opt-in rates and the utility of the data for advertisers.

The Privacy Sandbox still has considerable work ahead. Early tests showed poor results mainly because there wasn't enough cookieless Chrome traffic to test specific use cases effectively. An opt-in model for third-party cookies might increase the cookieless audience available for testing.

Some testers noted that a 1% experimental group was too small to gauge the Sandbox’s impact on metrics like CPMs and fill rates. If a significant portion of users opt out of third-party cookies, similar to Apple’s ATT rates, it could provide a larger audience for testing.

Google has not shared a timeline for disabling cookies for more Chrome users beyond the initial 1% group. It’s also unclear how quickly future opt-out rates might create sizable cookieless audiences.

“We have not shared a timeline around any sort of ramp-up. No new information to share on that,” Cone said. However, he emphasized ongoing efforts to work with the industry on adopting Privacy Sandbox APIs and coordinating testing.
(Image by Bambo from Pixabay)