Google : Google 放弃封锁第三方 Cookie，新方案对广告商可能带来更大考验
Google 最近宣布不会按照原先计划淘汰第三方 Cookie。不过魔鬼藏在细节里，新方案对广告商可能带来更大考验！
预计阅读时间︰5 分钟
Google 最近宣布，他们不会按照原先计划在 Chrome 浏览器中淘汰第三方 Cookie，让「Cookie 末日」暂时告一段落。乍看之下，虽然这对广告业界来说似乎是一个好消息，不过魔鬼藏在细节里，仔细观察却发现现实状况更为复杂。今天让我们一起探讨。
内容大纲
Google 声明节录
Google 声明的三个关键要点
为什么 Google 会作出这意想不到的决定？
Google 这次决定对品牌及广告商有什么影响？
我们应该怎么做？
Google 声明节录
"We developed the Privacy Sandbox with the goal of finding innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet that supports a vibrant ecosystem of publishers, connects businesses with customers, and offers all of us free access to a wide range of content…
Early testing from ad tech companies, including Google, has indicated that the Privacy Sandbox APIs have the potential to achieve these outcomes. At the same time, we recognize this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising…
In light of this, we are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time."
Google 声明的三个关键要点
Cookie 末日暂缓
Google 放弃了之前消除第三方 Cookie 的计划。因此，即使在 2024 年之后，第三方 Cookie 技术仍将继续得到支持。
用户选择成为焦点
Google 正在开发一种「新的 Chrome 体验」，允许用户决定是否分享他们的数据，并适用于所有网站。我们预计它可能会像 Google 同意声明模式那样，但不是在每个网站都问一次，而是套用到顾客整体的网路浏览行为。
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