The Trade Desk reposted this
Google pivots on cookies, AGAIN. I have been saying for years now to the advertising industry, to Google, and even to Wall Street that I think it is a strategic mistake for Google to get rid of third-party cookies. Now they apparently agree. Google has finally acknowledged what the advertising industry has been saying for years—privacy sandbox is not a good product and doesn’t sufficiently protect consumer's privacy or empower advertisers. And it probably hurts publisher monetization most. Google seems to finally acknowledge that the best option for them is to give consumers the choice. The question that remains is—will Google truly give consumers choice? Or will they make the decision for consumers and then bury consumer's access to change it? Apple has already taken this path—one that empowers Apple and deprecates users experience while asserting that the user can change it if they really want to and have the will to click a lot to find the buttons.