In a blog on July 22 by Anthony Chavez, vice-president, Privacy Sandbox at Google, the company confirmed that cookies would remain in place while alternatives develop, citing the disruption across industries from removing third-party cookies.
The abolition of third-party cookies was initially announced in January 2020 and was supposed to be completed before the end of 2021, before delays saw their phasing out pushed back.
UKOM’s view on this news:
- With Ipsos, we are always looking for ways to improve how we collect and report data with the goal of providing a future-ready solution that is less reliant on third-party cookies. It is beneficial for the industry to continue with our planned approach to ensure we enhance the device fusion methodology at the heart of Ipsos iris.
- Therefore, we will continue to make use of third-party cookies along with the first-party cookie (domain cookie) and the enhanced device characteristics development. This approach will increase the identification of census verified devices for a better device sampling representation that will be used for the device fusion methodology.
- We ask that subscribers continue to work with their legal teams to review and sign the tagging agreement by the end of August 2024 so we can include subscribers in the testing phase.
