TMW #185 | Wednesday Martech Briefing
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Cookie deprecation is in consumers’ hands, The EU is directly regulating UX, Public points of failure
Here’s the week in Martech:
- Cookie deprecation is in consumers’ hands: Google is shirking its responsibility.
- The EU is directly regulating UX: EU tech enforcement is increasingly prescriptive.
- Public points of failure: Consolidating data into cloud platforms is creating risk.
- Everything else: Data locals, Apple treads the line between ads and privacy, Oracle pays price for data brokering, the new Martech data layer, and more.
👇 Here’s everything you’ve missed in marketing and tech this week.
📰 Latest Developments
Cookie deprecation is in consumers’ hands. Google’s plan to deprecate third-party cookies (3PC) has run out of road: The company will no longer cut off all 3PCs in Chrome. Instead, it will give Chrome users the choice to allow or block 3PCs via a one-time prompt. Although many marketers will have seen the headline and breathed a sigh of relief, this doesn’t mean we’re going back to the 3PC open season of yesteryear; it just means that Google is absolving itself of responsibility by letting consumers act as judge, jury, and executioner for 3PCs. It will depend on the UX and wording of the one-time consent prompt, but it’s likely that most users will opt out of the cross-site tracking and stalking ads that are associated with 3PCs. So, if most users choose to opt out, the end result won’t be much different to Google shutting them off on users’ behalf; the only difference is that users made the decision, not Google. Given that, there’s every chance that regulators will knock back this change of plan – chief among them the UK’s Competition and Markets Authority (CMA) – as it doesn’t address the underlying concern that Google will use 3PC deprecation to entrench its dominance in digital advertising via the Privacy Sandbox. Link
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Stay Curious,
Keanu Taylor
Make sense of marketing technology.
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Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.