Observed Signal · Aug 8, 2024 · Policy Update · Source: OnlineMarketing.de · Impact: 5/5 · Sentiment: Neutral
Google Won’t End Third-Party Cookies
Google’s Chrome will not end support for third‑party cookies as previously planned, despite multiple deadline shifts from 2020 onward (2022, then 2023, then 2025). The latest stance suggests the end remains unimplemented, pushing the industry to pursue privacy‑driven, first‑party data solutions. Reactions across the adtech ecosystem were mixed. Adform welcomed the outcome and referenced ongoing U.S. antitrust actions against Google in the search market and related state lawsuits. Piwik PRO criticized Google’s retreat, calling it a failure and emphasizing the need for privacy‑respecting, first‑party data approaches. Teads proclaimed a cookieless future and reported that over 80% of campaigns are already cookieless, highlighting their solutions for Safari/Firefox environments. Elaboratum and Triplelift described the decision as relief for the industry but warned that retargeting and new identity solutions still require innovation. The BVDW urged continued dialogue and clarity on milestones, underscoring the push for privacy‑compliant measurement and robust first‑party data strategies.
Policy Update from Major Platform (Google) with broad industry impact.
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Key Takeaways & Evidence Grounding
- Chrome’s Third Party Cookie end date was postponed multiple times (2022 → 2023 → 2025) and is now not being enacted.
- Adform welcomed the U.S. DOJ antitrust outcome against Google in the search market and referenced ongoing Texas state litigation.
- Piwik PRO criticized Google's retreat, urging a shift toward first‑party data and privacy‑preserving approaches.
- Teads reported that about 80% of campaigns are cookieless today and promoted solutions for cookieless environments.
- German market dynamics cited include Chrome accounting for a substantial share of traffic and industry concerns about preparedness for a cookieless future.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
GreenCore Solutions Opens London Office for A2A-Grocery Agentic Commerce
GreenCore Solutions Corp. (GSC) announced the opening of a sales office in London, UK, under a new entity, GreenCore Solutions (UK), to support its agentic commerce hub, A2A-Grocery.co.uk. The company introduced its 0-100 Agentic Density Scale, indicating that the UK and Europe account for 84% of grocery makers, while the USA accounts for only 16%. GSC's AI agents have processed 100 million transactions year-to-date, with 40% from Europe, 20% from the USA, and 40% from the rest of the world. The London office aims to connect European makers with AI agents buying for grocery retailers across 20 markets. GSC operates on Microsoft Azure and Google Cloud Enterprise, with data residency in each market.
Google's $10M Bid for Spirit Airlines Data for AI Training
Google has won a bankruptcy auction with a $10 million bid to acquire Spirit Airlines' internal business data, including emails, Microsoft Teams messages, spreadsheets, and other records, for AI training and product development. The purchase, pending court approval, highlights the growing value of corporate data as training material for AI systems. The article, however, is primarily an opinion piece reflecting on the meaning of work and the implications of AI on human productivity. It does not provide additional factual details about the deal, such as the timeline for court approval or specific terms. The article also promotes the author's newsletter and MCP server, which are not related to the core news event.
Google launches unified agentic AI for Gemini
At a Google Cloud event on Thursday, Google announced it is bringing agentic AI to its Gemini assistant, launching a unified agent that can autonomously plan and execute tasks on behalf of users. Aimed initially at businesses, the agent can connect to internal systems and external tools, use custom skills, and even choose from third-party models like Anthropic's Claude. It will have its own Workspace account with an email address, and will write its own audit trail. Early testers include On, Shopify, and PayPal. Gemini has over 1 billion monthly active users, and nearly 90% of Fortune 100 companies use Gemini Enterprise.
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