IPA Responds to Google Abandoning Plans to Eliminate Third-Party Cookies

The chair of the IPA Digital Media Group and digital partner at EssenceMediacom, Amy Lawrence, has responded to Google’s announcement that they are abandoning their plans to phase out third-party cookies.

Amy said, “Whilst Google’s announcement rippled around the industry on Monday evening, the initial shock that it wasn’t just another delay, swiftly turned into pragmatism on Tuesday morning. For a long time agencies have been working closely with their clients to ensure robust testing in this area, and this will continue with a multi-signal approach as essential as ever. 

"Although not yet clear what the new User Choice will look like, it is safe to assume that we will see significant signal loss – with an obvious comparison being the release and subsequent impact of iOS 14.5 in 2021. 

"We will continue to leverage our relationships with Google to gain more clarity on the changes, all the while continuing to tread the testing path we have already laid out.”