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The Drum quizzes David Temkin, Google’s director of product management for ads privacy and user trust, about all things privacy.

The Drum quizzes David Temkin, Google’s director of product management for ads privacy and user trust, about all things privacy.

Google’s decision to deprecate third-party cookies on its Chrome browser (although now delayed until late 2022) has sent shockwaves through the digital marketing community. With much of the industry heavily dependent on these cross-site digital identifiers for tasks such as targeting and remarketing, the search is on for alternative ways to locate and track target audiences online.

While data privacy is the topic du jour in many tech and marketing circles, its applications can be tricky barring the existence of a standardized, universal definition. A precise definition, paired with a set of principles that balance consumer demands with the business needs of advertisers, developers and publishers, will help our societies scale privacy while supporting business growth, writes Joshua Koran, executive vice-president of data and policy at adtech firm Criteo.

When Google stops Chrome from accepting third-party cookies next year, only one browser in ten worldwide will be able to carry out the ad targeting we currently take for granted.