The advertising industry has thrown its support behind Google Chrome’s recent announcement that it would phase out third-party cookies over the next two years.
Members of the industry have welcomed the decision, saying it will ultimately enhance user privacy and create a better online experience.
“While the adtech community has discussed the demise of the third-party cookies for some time, there is now a defined timeline,” Index Exchange regional managing director APAC Adele Wieser told AdNews.
“All market participants of the programmatic advertising ecosystem must evolve to keep user privacy as our highest priority while also creating a more efficient advertising marketplace.”
Wieser says Index Exchange supports all initiatives that prioritise consumer privacy and consumer trust.
Over at GroupM, chief technology and transformation officer Cameron King says the long lead time will give the industry time to assess and mitigate potential impacts across planning, ad targeting, analytics, and attribution.
“We’ll be working with our global network on supporting our clients through this change, through collaboration with the industry and Google,” King said in a statement.
For most in the industry, the news comes as little surprise.