“We believe that - without first providing a privacy-preserving alternative path - such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.”Įarlier this month Google agreed to give the UK’s Competition and Markets Authority the final say before it turns off third-party cookies, with a “standstill period” of 60 days built in for a final assessment of the threat to the market. However Google appeared to pledge it would try to avoid impacting ad-based businesses in the same sweeping way.Ĭhavez said: “We realise that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers. It means consumers can now totally opt out of sharing their data with apps.įacebook owner Meta said Apple’s changes mean it will lose about $10bn in ad revenue this year because its business model relies so heavily on digital advertising – as do many news publishers.
The Android changes, which will not come into effect for at least two years, come after Apple introduced its App Tracking Transparency update requiring app publishers to ask users’ permission to track them across other apps and websites. MOW said the Android announcement “reinforces the threat” inherent in removing third-party cookies “while there is still no viable alternative”. MOW director James Rosewell said it was very similar to FLoC and was “another attempt to force to use the Google walled garden.” Other ad executives felt it was a “step in the right direction” but lacked the necessary audience data for publishers. Last month Google revealed its latest Privacy Sandbox proposal would be interest-based advertising system Topics, replacing the Federation Learning of Cohorts (FLoC) proposal which would have clustered users into groups.
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