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Google is still figuring out what a cookie opt-in or opt-out model would look like — and how it would affect development and adoption for the Chrome Privacy Sandbox.

Google is keeping third-party cookies in Chrome, and here’s what ad tech Twitter (X, whatever), has to say about it.

By reversing its position on third-party cookie deprecation, Google’s is acknowledging its inability to effectively execute its plans for the Privacy Sandbox. It’s time Google commits to competing with the rest of the industry rather than dictating terms. 

In today’s newsletter: To boost its ads biz, Walmart will show in-store ads for non-endemic brands; Hyve Group buys Possible; and the Senate advances KOSA and COPPA 2.0, but the bills face obstacles in the House.

During Q1 this year, Viant reported that streaming audio and CTV combined represented more than half of the total ad spend on its platform.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

With attribution-based platforms taking over, there aren’t many ways for an advertiser to bet (and win) big. Plus, what about the Google advertising ID? 

If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.

Keep the cookies; hold for consent. We unpack Google’s reversal on third-party cookies and what it means for the ad industry, which was preparing for a cookieless future.

The FTC is ordering data from eight companies, which Commissioner Lina Khan describes as part of a “shadowy ecosystem of pricing middlemen,” in pursuit of visibility into “surveillance pricing.”