What should marketers do now that Google isn’t proceeding with third-party cookie deprecation?

Angus Hamilton

Chief Technology Officer


Industry News

On July 22, 2024, Google shockingly announced that it would not proceed with third-party cookie deprecation. Four years after Google’s original announcement that cookies were being phased out, this sudden swerve in direction has surprised the digital marketing industry. Undoubtedly, everyone will ask, “What do we do now?”

Do marketers go back to how things were with third-party cookies? Or should preparing for a cookieless future still be at the forefront of everyone’s minds? We’re here to answer these questions and advise you on the best action to take after Google’s news. As always, our aim is to provide guidance on best practices to ensure your marketing initiatives drive growth for your business.

What has Google announced?

 

Anthony Charez, VP of Google’s Privacy Sandbox, said in an update that Google:

  • Plans to keep third-party cookies running in the Chrome browser
  • Let users make an ‘informed choice’ to manage their privacy preferences that users can change at any point
  • These ‘informed choices’ will take place through a “one-time prompt” for users so they can make their choice.

We need to note, though, that Google’s new proposal is currently being discussed with the UK’s Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO). Because of this, a further global announcement on the decision is due to be shared at a later date.

What is our perspective?

 

Google’s decision not to deprecate cookies in the Chrome browser is significant news, but it doesn’t drastically change the existing narrative or recommendations. If the new proposal is approved, marketers will probably still see a fast drop-off in user consent on Chrome, as Google allows people to opt out of third-party cookies.

Other browsers, like Apple’s Safari and Firefox, block third-party cookies by default. This means that first-party data solutions and advanced technologies are crucial for maintaining signals across digital marketing despite Google’s U-turn.

We anticipate that Google’s proposed ‘one-time prompt’ for users to opt-out will likely limit third-party cookies even further in the future. As mentioned earlier, Google’s discussions with industry officials, the CMA, and news about the ‘one-time prompt’ will likely evolve in the coming months.

In short, legal consent remains a mandatory requirement, so third-party cookies are expected to decrease in light of cookie consent banners and ongoing privacy campaigns.

 

What will the result be?

 

As we’ve already discussed, there will continue to be less available data from third-party cookies, necessitating alternative technologies and ongoing modelling alongside cookies. First-party data will continue to be vital to improve targeting and measurement to aid in modelling and maintaining signals.

In addition, ID solutions remain essential for maintaining signals and measurement where third-party cookies are restricted. However, the Privacy Sandbox remains relevant, providing privacy-safe targeting and modelling methods. We expect Google to persist in offering the Privacy Sandbox and rolling it out across their properties alongside existing cookie-based targeting.

What do we recommend?

 

While Google isn’t removing third-party cookies from Chrome, that doesn’t mean people should stop preparing for a cookieless future.

As we’ve already seen, browsers such as Safari, Firefox, and Edge block third-party cookies and have done so for many years. So, it’s expected that Google will reduce third-party cookies in Chrome via a one-time prompt in the future.

Although Google’s news is confusing and frustrating for some, the work done to improve measurement with limited third-party cookies will not go to waste. Instead, it’s crucial brands prepare to maintain online signals as much as possible, so the effectiveness of their digital marketing isn’t compromised.

 

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