Ian James CEO of Silverbullet Data Services #SBDS says Google's decision not to deprecate the third party cookie is Positive for their Business. 

Ian James says: “What Google came out with today is saying is they're not going to deprecate the cookie. They're going to take a different route to providing privacy safe browsing environments, and their suggestion is that they will look to do pretty similarly, actually, an easy comparable is what Apple have already done. 

Apple has set the bar very high; they go as far as to say that privacy is a fundamental human right. Whenever you're on safari, which is Apple's browser, or in the Apple ecosystem on your mobile device, then by proxy by design, then you have to consent to be tracked. Therefore, Apple has already done that. As you said, there are other browsers in the market like Mozilla and Firefox, and so forth, so more than half the market now pretty predominantly would say that cookies are deprecated. 

So Google's decision today is certainly a positive one for Silverbullet in the sense that they will give back that choice to consumers, but at a browser level. So if you don't want to be tracked on a website that will happen now at the Browser level, not at the website level. That's their suggestion. 

That's what they've told us today in the news. That means that Google will effectively be falling in line with the kind of privacy standards that Apple already deployed, and a large part of the industry. So that's a very positive move forward for Silverbullet. Given the fact that we are all about consented data, all about 1st party data data. That's about the customer. Why? Because that's what our clients want to use to get better marketing return on investment”.