Third-party cookie deprecation labels

AI-generated Key Takeaways

• Chrome provides testing modes that allow sites to preview behavior without third-party cookies, and these modes are reflected in bid requests via cookie deprecation labels.

• Chrome's cookie deprecation label is represented in the cookie_deprecation_label field within the BidRequest.Device message for Google Authorized Buyers and in the BidRequest.device.ext.cdep field for OpenRTB.

• Bidders can utilize pretargeting to filter for bid requests containing specific Chrome cookie deprecation labels, enabling them to test various scenarios and adapt bidding strategies accordingly.

• The availability of Chrome deprecation labels is subject to user privacy controls and may be absent if personalized advertising is opted out of.

• Supported labels for pretargeting include those for both Mode B (e.g., 'control_2', 'treatment_1.1') and Mode A (e.g., 'control_1.1', 'label_only_1').

As part of Chrome-facilitated testing , Chrome provides testing modes that allow sites to preview site behavior without third-party cookies. To help bidders test, bid requests contain Chrome's cookie deprecation labels. Bidders can also use pretargeting to filter for requests that contain cookie deprecation labels.

For information on how Google Ad Manager handles cookie deprecation labels, see the Google Ad Manager Help Center.

Bid Request

Google Authorized Buyers bid request protocol

Chrome's cookie deprecation label is represented in the cookie_deprecation_label field in the BidRequest.Device message. This field is available in the open beta version of the protocol.

Here's the definition:

message BidRequest {
  ...
  message Device {
    ...
    // Chrome-facilitated cookie deprecation testing label as provided by
    // Chrome.
    // https://developer.chrome.com/en/docs/privacy-sandbox/chrome-testing/
    optional string cookie_deprecation_label
  }
  optional Device device
}

OpenRTB Protocol

Chrome's cookie deprecation label is provided in the OpenRTB BidRequest.device.ext message. Here is the definition:

message DeviceExt {
  ...
  // Chrome-facilitated cookie deprecation testing label as received from
  // Chrome.
  // https://developer.chrome.com/en/docs/privacy-sandbox/chrome-testing/
  optional string cdep;
}

Example

Here's an example of how Google Authorized Buyers and OpenRTB protocols represent Chrome provided labels. If Chrome returns label_only_3:

Google Authorized Buyers protocol BidRequest:

device {
  cookie_deprecation_label: "label_only_3"
}

OpenRTB BidRequest:

{
  "device": {
    "ext": {
      "cdep": "label_only_3"
    }
  }
}

This extension is available in the open beta version of the protocol.

Availability

The presence of Chrome deprecation labels in the bid request is subject to existing privacy protections and controls. For example, the Chrome provided labels are unavailable if the user opts out of personalized advertising.

Pretargeting dimension

Note: This pretargeting dimension is supported for all bidders. Interested bidders can reach out to their account manager to request to turn on this feature.

Bidders can set a new pretargeting dimension on the pretargeting configuration to filter for the requests that have Chrome labels . Each pretargeting configuration can contain one or more labels.

The supported labels are:

Mode	Labels
B	control_2 treatment_1.1 treatment_1.2 treatment_1.3
A	control_1.1 control_1.2 control_1.3 control_1.4 label_only_1 label_only_2 label_only_3 label_only_4 label_only_5

For example, if a pretargeting configuration has [label_only_3, label_only_4], then the pretargeting configuration matches when a request contains either label_only_3 or label_only_4.