On May 18, 2023, Google published a blog post highlighting the progress towards scaled testing of the Privacy Sandbox for the web before the planned deprecation of third-party cookies in Chrome in the second half of 2024. Google’s support of scaled testing with 1% of Chrome users is a positive development in line with Criteo’s recommendation to get real-world results, as described in the blog post we published in December 2022. It is also expected to represent an integral part of the Competition & Markets Authority (CMA)’s assessment.
The timeline remains consistent with the announcement made by Google in July 2022, and it is already embedded in our plan.
As part of our transformation, our Commerce Media Platform strategy enables our clients to leverage their first-party data assets to reach and engage their audiences without third-party identifiers, with new solutions now representing close to half of our business and expected to become the larger part of our mix going forward.
At the same time, as part of our multi-pronged identity strategy, we have been working side by side with Google for a long time, and we remain one of the largest scaled partners in the Privacy Sandbox. We are very encouraged by the productive collaboration and results to date as we continue to test and inform their APIs. We believe that Criteo leaning into a close collaboration with Chrome to develop specific use cases will enable us to deliver superior performance.
Privacy Sandbox is an ecosystem effort, which means our investments are contributing to privacy-preserving solutions that will benefit our partners and the advertising industry at large.