Google's Approach to Third-Party Cookie Deprecation: Evaluating the Impact on Publishers and the Open Web

WowYow responds to MediaPost's article on Google's plan to start depreciating 3rd-party cookies.
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In a recent article titled "Google To Disable 1% Of Third-Party Cookies In Chrome," Laurie Sullivan discusses Google's plan to deprecate third-party cookies for a small percentage of Chrome users. This move aims to support developers in conducting real-world experiments to assess readiness and effectiveness without relying on third-party cookies. While Google's intentions seem focused on privacy-conscious solutions, Jarett Boskovich, CMO at WowYow AI, raises concerns about the impact on publishers, the costs involved, and the potential monopolistic tendencies of the tech giant. Let's delve deeper into these concerns and explore the implications of Google's approach.

Transitioning to Privacy Sandbox APIs

Google emphasizes the need for companies to evaluate solutions that incorporate the Privacy Sandbox APIs. Victor Wong, senior director of product management at Google, states that these APIs will be crucial in preparing for a web without third-party cookies. By making the relevance and measurement APIs of Privacy Sandbox generally available to all Chrome users in the upcoming Chrome 115 release, Google aims to enable advertisers and developers to test these APIs with live traffic. However, Boskovich raises an important question: What does this mean for publishers who may lack the necessary development resources?

The Cost and Strategic Allocation of Development Resources

Boskovich points out that many publishers already face resource constraints and must strategically allocate their development dollars. Implementing new solutions to address the depreciation of third-party cookies can be a costly endeavor for publishers and advertisers. While Google provides tools within Chrome to simulate cookie deprecation and test cookieless realities, Boskovich raises concerns about the financial burden this places on publishers. He questions whether Google's approach adequately considers the time, cost, and strategic considerations that publishers face in this transition.

Google's Market Position and Monopolistic Concerns

WowYow AI's chief concern lies in Google's market dominance and its potential to shift reliance from one solution to another, ultimately benefiting its own profits without providing an agnostic solution for the entire ecosystem. Boskovich believes that Google's approach may further solidify its position as a market leader and leave publishers with limited alternatives. He advocates for a contextual solution across the open web that benefits the entire ecosystem rather than solely serving Google's interests.


While Google's decision to disable 1% of third-party cookies in Chrome reflects its commitment to privacy and evolving advertising practices, concerns raised by Jarett Boskovich highlight the challenges faced by publishers and the potential monopolistic implications. Publishers, particularly those without dedicated development teams, may find it difficult to navigate the transition and allocate resources effectively. It is essential for industry stakeholders to engage in a collaborative effort to develop privacy-conscious solutions that benefit the entire ecosystem, rather than concentrating power in the hands of a single entity. By fostering open dialogue and considering the diverse needs of publishers, advertisers, and users, we can strive for a more inclusive and balanced digital advertising landscape.