An article in Ad Exchanger points to the uncertainty around whether or not Google will deprecate cookies in 2024, despite the company going on record committing its plans. The Privacy Sandbox tools have been in testing for nearly two years but with limited clear comparisons of how they work in practice. The article's author, Alan Chapell, writes latency is a major concern, as it affects everything from ad loads to search rankings. At the same time, Google is feeling pressure from competition regulators. In this regard, perhaps it sees deprecating cookies would reset the data-driven advertising marketplace and potentially protect Google from a more comprehensive breakup. The UK's Competition and Markets Authority has made binding commitments with Google, but the company is attempting to create a narrative that it has lived up to its commitments by claiming that the Privacy Sandbox tools are ready for prime time. In reality, more research is needed before Google pulls the plug on cookies.
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