Another day, another Google story involving an fine from the EU will lots of zeros in the number. The company that gave us years of mixed signals on third-party cookies now earns another EU slap on the wrist for allegedly “favoring itself” in ad exchanges. Advertisers, rejoice? Maybe someday, in a few slow-moving years, you’ll see fairer access to inventory and slightly more transparency assuming Google ever stops appealing, of course.
Remember how EU fines for Android and Shopping worked out? Gradual change, appeals, and lots of waiting. Nothing like the thrill of incremental improvements that take years to materialize. So for now, campaigns carry on as usual, while advertisers get to sharpen their patience. Folks should keep their tooling handy, build some new ones to cover for unknown unknows. The eventual benefits might just arrive before our grandchildren ask, “What’s a third-party cookie?”
The 3P cookie rollercoaster is always worth recalling at such times. First, Google said goodbye to third-party cookies by 2022, then 2023, then 2024. Its like a breakup that is forever promised but ever happens and also there are no consequences for it. Now the date seems more like a vague suggestion than a deadline. Meanwhile, advertisers scramble to adjust their strategies, and Google quietly rolls out alternative tracking solutions while insisting it’s “protecting user privacy.” This could mean transparency if being constantly in flux is your favored form of clarity.
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