Data Night Toronto Insights – What’s Next for Google & the Cookie Phase-Out?

In a lively fireside chat during IAB Canada’s Data Night Toronto: New Frontiers of Addressability, Sonia Carreno, President of IAB Canada and Trevor Cresswell Strategic Partner Manager, Industry Relations at Google, dug into one of the most talked about topics in digital advertising: the future of addressability in a world of diminished but lingering third-party cookies. The key takeaway – things are still evolving and rapidly. Chrome’s plan has shifted Privacy Sandbox efforts towards a still-to-de-defined “user choice mechanism” based on feedback from regulators like the UK’s Competition and Markets Authority (CMA).  

What Should Advertisers Do Now? 

Trevor’s advice was to continue focusing on shoring up first-party data and testing some of the many emerging cookie alternatives on the market today. While the Privacy Sandbox is still being fine-tuned with industry’s input, this is not the time to cling to old means of attaining audience targets. While Chrome’s timeline has extended, the shift away from third-party cookies is already happening across much of the web, making now the time to experiment. 

Comparison to the Flash Debacle 

One interesting comparison that came up was between the cookie deprecation and the infamous deprecation of Flash in 2017. Not heeding the warnings about the impending discontinuation of Flash support, the ad world scrambled on the actual day that Adobe Flash was officially deemed obsolete. Trevor noted though, that the difference today, is that the industry is better prepared this time, with ample lead time, plenty of regulatory pressure, and solid global collaborative efforts. However, advertisers remain anxious about the impact on their business. 

Addressability Challenges & Privacy Legislation 

With Canada’s Bill C-27 on the horizon, Sonia emphasized the importance of developing true value exchanges to obtain first party data. These exchanges are based on transparency, trust and a real understanding of how consumers would like to interact with brands and publishers. Trevor agreed that new privacy regulations will force more transparency and reshape how data is collected, pushing advertisers to rethink their strategies. Whether it’s the Privacy Sandbox or other solutions, the focus should be on creating a value exchange where users feel comfortable sharing their data, knowing they’re getting something in return. 

Apple’s Privacy Push 

When asked by the audience about Apple’s assertive and advertised privacy stance designed to entice switching from Chrome to Safari, Trevor pointed out that competition is healthy and that it drives innovation, noting that these efforts and the competitive pressure they create, will only lead to better solutions for the industry. 

Final Thoughts 

The conversation may have highlighted the uncertainty around cookies, but it also reinforced that now is the time to test new approaches and adapt. While the future is unclear, staying proactive will be key as the digital landscape shifts. This is one of those rare moments where we can confidently say that if you have not moved on from cookies, you’re late.