Question: Your client isn't convinced that third-party cookies will be deprecated. What should you say to convince your client otherwise?
- First-party data is equally as cost-efficient and simple to implement as cookie-based advertising.
- Third-party cookies will be staying; but to get ahead, clients should be innovative and look toward first-party data development.
- Chrome is committed to withdrawing support for third-party cookies, and most browsers already restrict and block them.
- Data has shown that third-party cookies are no longer effective in capturing real user data.
Explanation
Planning around privacy changes should account for reduced availability of third-party cookies and other cross-site identifiers. Privacy Sandbox is designed to support advertising use cases while reducing cross-site and cross-app tracking. Several browsers already restrict third-party cookie access, so relying on legacy tracking creates measurement and activation risk. A durable strategy should prioritize consented first-party data, resilient tagging, and privacy-safe measurement solutions.
Why the other options are incorrect
Third-party cookies staying is incorrect because depending on legacy cookie availability does not prepare for ongoing browser restrictions.
First-party data cost-efficiency is incorrect because first-party data strategy can be valuable without being equally simple or cost-equivalent to cookie-based advertising.
Real user data is incorrect because the issue is signal availability and privacy change, not a claim that all third-party cookies fail to capture real user data.
Source for verification
https://privacysandbox.google.com/overview/web
https://privacysandbox.google.com/cookies
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Privacy for Agencies and Partners Certification" page.