Talks With Teads | James Colborn, Teads on Navigating Google’s Cookie Deprecation Delay

In the latest episode of “Talk With Teads,” hosted by Natalie Bastian, Teads’ Global CMO, we dive into an engaging conversation with James Colborn, Global Head of Data at Teads. This episode covers the implications of Google’s recent announcement to delay the timeline for cookie deprecation and what it means for the advertising industry as we head into a busy period, including the upcoming Cannes event.

Key Topics Explored:

Google’s Cookie Deprecation Delay

Natalie and James discuss the latest delay in Google’s timeline for cookie deprecation. James highlights the relatively short extension, shifting from the end of Q4 2024 to Q1 or early Q2 2025. He emphasizes the need to stay the course with current strategies, focusing on three key variables:

1. Audit: Understanding reliance on third-party cookies.
2. Testing: Continuing to test alternative solutions while they are still available.
3. Investment: Investing in scenarios where cookie-less solutions are already effective, as the future of a cookie-less environment is not distant but immediate.

Collaboration with Google

Teads continues to work closely with Google, testing the sandbox and available APIs. James explains that Google views sandbox tools as components of a broader recipe, not direct substitutes for cookies. This partnership aims to deliver results by June, providing actionable insights to optimize media campaigns.

Adapting to a Cookie-Less Future

James points out that Teads has been preparing for a cookie-less future for years, gathering extensive data and insights. As a result, a significant portion of served impressions now uses alternative signals. At Cannes, Teads plans to present a meta-analysis of the current cookie-less environment, showcasing what has been learned and how these insights can help businesses adapt and thrive.

CTV and Omnichannel Strategies

James and Natalie discuss the importance of diversifying strategies in response to the cookie deprecation. They highlight the rise of CTV and omnichannel as vital components of modern advertising strategies. As consumer media consumption evolves, targeting across different mediums and screens becomes crucial.

James emphasizes that the conversation should not solely focus on cookies versus cookie-less solutions but on diversification. This includes increasing investment in CTV and leveraging omnichannel strategies to reach addressable audiences at scale. The growth in CTV presents significant opportunities for brands and agencies seeking effective, large-scale audience engagement.

Final Thoughts

James challenges the industry to adopt consistent measurement practices to streamline the process across different partners and tech stacks. By doing so, platforms like Teads can provide more straightforward, effective ways to measure success without unnecessary complexity.