Google may need to delay the death of cookies yet again if more publishing and ad tech partners don’t test the alternative ad auction that Google is building, according to ad tech firm RTB House.
It’s been almost a year since Google opened testing of FLEDGE, a core piece of its so-called “Privacy Sandbox,” which is a series of proposals to ween internet publishers and advertisers off third-party cookies. However, key players don’t seem to be jumping in, namely supply-side platforms [SSPs] that work with publishers to sell ads, according to RTB House.
“Low adoption of FLEDGE among SSPs is a serious and surprising issue,” RTB House said in a report it published this week based on initial tests. RTB is on the advertiser side of the ad tech equation and has been testing FLEDGE to see its capabilities and how much ad inventory is available and from which sources.
“The outcomes of tests may influence the timeline of third-party cookies deprecation,” the report continued. “If tests prove that required adjustments to the proposal are more extensive than currently expected, another delay may be announced.”
Google is “firmly committed to the timeline” to deprecate cookies by the end of 2024, a spokesperson for the company said in an email statement.