Why Google’s cookie deprecation reversal isn’t actually a reprieve for publishers

Publishers’ cookiepocalypse preparedness plans are still intact, despite Google’s announcement on Monday that the tech behemoth would not be removing third-party cookies completely from its Chrome browser after all.

In fact, 11 publishing execs told Digiday that they would be maintaining or increasing their tests of cookieless targeting alternatives, including Google’s Privacy Sandbox, as a result of the announcement. 

“It’s still business as usual,” said Ryan Maynard, vp of programmatic sales operations at Raptive, which operates ad sales for thousands of publishers. “It’s just shifting it from Google deciding, ‘OK, we’re going to remove cookies on this day,’ to putting it in the hands of the user to decide.”

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