Insights

Google Decides to Not Deprecate Cookies After All

What’s Happening?

On Monday, July 22, Google announced that it would not be deprecating 3P cookies in its Chrome browser and instead would “introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.” All the details of this and how it will be implemented are still being worked out, but Google did mention that they “intend to offer additional privacy controls.”

Why It Matters

Users and regulators have been demanding more privacy and control which was the genesis of Google’s Privacy Sandbox; it aims to give publishers and advertisers tools to be privacy compliant without sacrificing data needed for effective marketing campaigns. As we mentioned in our post on the cookieless future, cookies help to power effective audience targeting and accurate conversion attribution. Now that Google has decided not to deprecate 3P cookies it does not just mean a return to the status quo.

The Silver Lining

In-house marketing teams and agencies alike poured many hours into making their strategies and data future-proof and not reliant on 3P cookies. The good news is all that innovative work will still be valuable. For example, leveraging first party data to its fullest potential is still a great strategy that makes sense with or without 3P cookie deprecation. Measurement options that don’t rely on cookies like enhanced conversions or GA4 events will endure and still be used by marketers. Remember, 3P cookies are already restricted on certain browsers like Safari and Mozilla.

What’s Next

Each advertising platform will adjust to this news and offer guidance on the best practices given this latest update from Google. While Google’s announcement was a shock on Monday, the industry was already on a trajectory using 3P cookies less and less and we don’t anticipate that changing.
 

Contact us to to learn how Google’s decision will impact your business