GroupM gets post-cookie ready with Google partnership

By AdNews | 17 November 2023

GroupM announced a global post-cookie technology readiness program in partnership with Google Chrome.

The initiative brings together GroupM clients to accelerate understanding of Google Privacy Sandbox APIs and their use in advertising.

Clients will get access to the learning program to assess and improve their post-third-party cookie deprecation readiness in a real-life environment, using their own products and audiences.

“We strongly believe advertising can and should respect people’s privacy while continuing to deliver exceptional value for consumers and advertisers,” says Christian Juhl, GroupM’s Global CEO.

“Since Google publicly declared their intention to deprecate third-party cookies, we’ve been collaborating closely with the Chrome team, our clients, and other partners to ensure our clients won’t miss a beat when the transition happens.

"The program we’re announcing today is an exciting step forward in that collaboration that will allow our clients to test existing preparations and enable us to develop new approaches where necessary.”

Features of the program include:

  • Unified Framework: A unified framework for testing, informed by the UK’s Competition and Markets Authority’s (CMA) guidance for post-cookie testing, to work collaboratively with advertisers and adtech partners to understand the scope of investment across Chrome and overlay relevant tests wherever possible.
  • Anonymised Data:  GroupM will conduct an anonymised meta-analysis across individual brand tests, in addition to a brand’s own Privacy Sandbox program. 
  • Accelerated Learning: Advertisers will get access to testing across GroupM alpha/betas. 

Google Chrome plans to deprecate third-party cookies in the second half of 2024 in order to better protect people’s privacy online. 

“This program is a key step in our ongoing efforts to ready the industry for the transition to the post-cookie era,” says Anthony Chavez, VP, Privacy Sandbox, Google.

“GroupM is well equipped to help advertisers with their third-party cookie deprecation preparation efforts. Along with their ad tech providers, this initiative will help GroupM’s clients as they work to integrate the capabilities that the Privacy Sandbox provides.

"Through this readiness program, GroupM and its clients will play an important role in helping to create a more private internet for everyone.”


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