Google’s decision to keep third-party cookies in Chrome while investing in Privacy Sandbox technologies has sparked big discussions in the digital community over the last few days. Let’s take a look at a quick breakdown of what the most recent change is, the new approach, and how it impacts us and our clients.
Why the Reversal?
Google is reversing its plan to phase out third-party cookies, opting instead to enhance user control over privacy. This shift provides relief to the advertising industry, which has been preparing for a cookieless future.
Details of Google’s New Approach
Google will introduce a new experience in Chrome, allowing users to make informed privacy choices while continuing to develop Privacy Sandbox APIs. Discussions with regulators, including the UK’s CMA and ICO, are ongoing. Recent tests of Privacy Sandbox technologies have shown promising results:
- 89% recovery of advertiser spend in Google Display Ads
- 97% recovery of conversions per dollar in Google Display Ads
- 55% recovery in remarketing spend for Google Ads
Anthony Chavez, VP of Privacy Sandbox, emphasized the goal of finding innovative solutions that improve online privacy while supporting an ad-supported internet.
Embracing Change
The uncertainty around third-party cookies has led us to focus more on overall business outcomes rather than just channel-specific metrics. While Google has retained third-party cookies for now, future legislative changes could still impact the landscape.
“Despite Google’s recent reversal on cookie deprecation, I feel adamant that the planning we did for a cookie-less world has made us better marketers. It has forced us to innovate and engage in deeper conversations with our client partners around privacy and how we measure success in a cookie-free world. Our clients experiencing the most growth are those adopting and making marketing decisions from an all-encompassing, holistic view rather than relying on isolated channel-specific metrics.”
– Ryan Kelley, Vice President of Operations, Chacka Marketing
This readiness has prompted us to rethink our clients’ strategies. It presents an opportunity to guide our clients toward sustainable growth with a focus on adaptability. Our team is ready to navigate this evolving world of cookies with our clients – no matter what changes lie ahead.
