OK but really, are third-party cookies going to be gone from Google’s Chrome by the end of 2024?

The U.K. Competitions and Markets Authority says the quiet part out loud following an update on its investigation into Google’s crackdown on third-party cookies. February 02, 2024 [OK but really, are third-party cookies going to be gone from Google’s Chrome by the end of 2024?]( Doubts about Google's timeline for phasing out third-party cookies in Chrome [have taken more shape](, particularly after a month of tinkering with the Sandbox on that modest one percent of Chrome traffic stripped of cookies. Additional coverage: - [The need for end-to-end testing of Google’s Privacy Sandbox]( was a major emphasis among the industry executives who attended the Interactive Advertising Bureau’s Annual Leadership Meeting this week. - At IAB's annual leadership meeting, the concept of privacy underscored almost every conversation, even those where participants tried to spin a rosy future induced by generative AI. At the core was [how the lack of a U.S. federal privacy law significantly contributed to the industry's hardship](. - Google’s Privacy Sandbox’s Protected Audiences API, a critical piece for retargeting without cookies, [is lacking in transparency and reporting](, according to publishers. - For years, VR evangelists have hailed the coming of Apple’s virtual reality headset as a watershed moment that will convince American consumers to dive into the technology. But [with the Vision Pro’s release on the horizon](, not all observers are convinced that it is virtual reality’s long-awaited messiah. - This week’s top story: [Pitch deck: How Amazon is selling ads on Prime Video to advertisers]( Other things to know about - Today is the last chance to enter this year's [Digiday Media Buying and Planning Awards]( and recognize your team's achievements in the modern media industry. - While there’s no shortage of identity solutions on the market, [category expertise and data will remain central]( to successful campaigns. Sponsored by Genius Sports. - The advertising industry is already transforming just a few weeks into 2024 with more change to come. [Experts see AI becoming more common]( and leading to new required skill sets. Sponsored by LiveRamp. Top Stories Ivy Liu [Life Beyond the Cookie]( [OK but really, are third-party cookies going to be gone from Google’s Chrome by the end of 2024?]( The U.K. Competitions and Markets Authority says the quiet part out loud following an update on its investigation into Google’s crackdown on third-party cookies. howdy! [Life Beyond the Cookie]( [Privacy Sandbox focus shifts to need for end-to-end, fuller-scale testing]( The need for end-to-end testing of Google’s Privacy Sandbox was a major emphasis among the industry executives who attended the Interactive Advertising Bureau’s Annual Leadership Meeting this week. [Sponsored by Acxiom]( [How marketers are maximizing campaign impact with new data strategies]( Before cookies disappear for good, advertisers are confronting risks and misconceptions as they adjust data strategies. In a post-cookie world, they need multiple types of data but often think first-party data alone is sufficient. Advertisement howdy! [Life Beyond the Cookie]( [‘Pretty hacky’: Decoding publishers' concerns over Google’s Privacy Sandbox’s Protected Audiences API]( The Protected Audiences API, a critical piece for retargeting without cookies, is lacking in transparency and reporting, according to publishers. [Sponsored by Yieldmo]( [How advertisers are delivering more effective format experiences]( Not all ad formats can accomplish the same outcomes, amplifying creative, driving unique interactive experiences and fostering engagement. howdy! [Gaming & Esports]( [As Apple's Vision Pro headset rolls out, brands and game developers brace for impact]( For years, VR evangelists have hailed the coming of Apple’s virtual reality headset as a watershed moment that will convince American consumers to dive into the technology. But with the Vision Pro’s release on the horizon, not all observers are convinced that it is virtual reality’s long-awaited messiah. Advertisement [Sponsored by PebblePost]( [Report: The omnichannel marketer’s guide to programmatic direct mail]( Programmatic technology might be traditionally thought of as tied to digital marketing strategies, but as marketers increasingly need options that don’t rely on online identifiers, tactics such as programmatic direct mail are emerging. howdy! [Gaming & Esports]( [Why in-game advertising companies see potential benefits in the death of the third-party cookie]( Some executives in the in-game advertising sector are building the narrative that the cookie collapse might just be the space’s golden ticket. howdy! [Generative AI]( [Research Briefing: Podcast networks test generative AI tools for ad sales]( In this week’s Digiday+ Research Briefing, we examine how podcast networks are testing generative AI for ad sales, why publishers are hesitant to add their chatbots to OpenAI’s GPT Store, and how ad buyers are hoping competition among streaming ad sellers will spur more ad innovations, as seen in recent data from Digiday+ Research. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](