Looks like Google is showing mercy to digital advertisers for just a tad bit longer! They will be postponing their cookie removal to late 2023… phew! ๐Ÿ˜ช

โ˜„๏ธ In early 2021, Google had shaken the digital ads world by officially announcing their plan to scrap third-party cookies from their web browser. This shift for the digital ads industry would not come easy.

Mind you, Safari and Firefox have already jumped the gun on the removal of cookies years ago, so Google is already a little late to the party. ๐Ÿ–๏ธ

Google will instead be using a technology called FLoC (Federated Learning of Cohorts) which will target users based on larger groups of people with similar interests and browsing habits. ๐Ÿ‘จโ€๐Ÿ‘จโ€๐Ÿ‘งโ€๐Ÿ‘ง

They claim advertisers will still be able to get an equivalent return using FLoC as they would using cookie-based tracking. ๐Ÿ’ฐ

BUT despite Google’s efforts, FLoC has received quite a bit of skepticism from the ads industry about how effective it really would be versus cookie-based targeting. ๐Ÿค” Google is struggling in its efforts to build confidence in FloC, which is possibly the real reason for this delay! ๐Ÿคซ

So, now that Google has no choice ๐Ÿ˜ˆ but to bestow some more time upon us to iron out a strategy for a cookie-less future ๐Ÿช๐Ÿ™…โ€ฆ It’s definitely a good idea to start planning your next move ASAP. ๐Ÿ™

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