#Cookies

When the world’s third largest software company waves the white flag, people sit up and take notice. A few days ago (June 11, 2024), Oracle announced at an earnings call that it would be leaving the advertising industry after a string of expensive acquisitions, legal troubles, and a mountain of lost revenue. Let’s take a look at the context and see what advertisers can learn from this tech giant’s sad story.

Genius Monkey recently made a blog post about Google’s modifications regarding its cookie guidelines for the digital marketing industry. But hold the presses! Google just announced that it was pushing back its timeline from 2021 to 2023 before they kill third-party tracking cookies, giving the brands a chance to plan for more privacy-conscious targeted ads. So, it appears that marketers may have at least two more years before the cookie cremation happens.

Over the last few years, there have been several changes to how browsers handle first and third-party cookies. And now it looks like it might be time to say goodbye to third-party cookies for good. Yet the largest internet browser, Google Chrome, just announced that it is delaying its rollout of removing cookie tracking from mid 2022 until mid 2023 in an attempt to make sure they get things right.

You’ve probably heard by now that by the year 2022, those of us in the digital ad industry must say “adiós” to the third-party cookie. The third-party phase-out was first announced in February 2020, but Google stirred the pot a little over the last month when they announced that they won’t be building alternate identifiers to track individuals as they browse across the web. Some companies fear that this will negatively affect their abilities to target the right consumers, but we at Genius Monkey say, “Lighten up, it just ain’t that big of a deal!