On April 22, 2025, Google announced its decision to maintain its current approach for offering users control over third-party cookies in the Chrome browser. This means Google will not proceed with a previously proposed standalone consent prompt for collecting user consent regarding third-party cookie usage.
Criteo welcomed Google's decision, stating that it provides greater clarity for the industry. The company emphasized that it has 'future-proofed' its approach to privacy-protecting addressability.
Criteo's strategy leverages advanced AI to consolidate and optimize diverse signals, including alternative IDs, first-party data, contextual inputs, and browser-based tools like the Privacy Sandbox. This approach enables Criteo to execute tailored, full-funnel, cross-channel campaigns that drive measurable outcomes for clients in various scenarios.
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