After years of delays and setbacks, Google has announced that it will not deprecate third-party cookies in Chrome and will instead pursue a “new path.” This sudden shift comes as Google’s cookieless future faces opposition from various parts of the advertising industry.
The reason for the pushback is that web cookies play a crucial role in delivering targeted digital marketing, and the removal of third-party cookies could disrupt the digital advertising industry, giving excessive control to Google. By storing user data and behavior information, advertising services can effectively target audience groups based on variables such as age and gender.
While this move might be a relief for many ad platforms that heavily rely on third-party cookies, it could significantly impact emerging cookieless solutions. Furthermore, the perspectives of consumers and regulators on this decision remain to be seen, but it may become less significant considering the continued rise of cookieless environments like connected TV (CTV) and mobile.
What Are Google’s Plans?
Google has not disclosed the specifics of the new approach but has confirmed that it is in talks with regulators and will involve the industry in these discussions. The company remains committed to providing and enhancing the Privacy Sandbox APIs, its proposed cookie alternative. It intends to introduce further privacy features, including IP Protection in Chrome’s Incognito mode.
It remains uncertain whether Google will pursue an opt-in or opt-out approach regarding cookies. In contrast, Apple introduced its App Tracking Transparency framework in 2021, mandating that users opt-in to app tracking. If Google chooses to retain cookies with an opt-out option, consumers can anticipate encountering pop-ups similar to those required by the EU’s General Data Protection Regulation (GDPR).
Cookies Are Carrying On
For now, our clients can continue to benefit from our experience using cookies to create effective, targeted campaigns. While the long-term future of cookies remains to be seen, our standing as a Google Premier Partner keeps us in-the-know about upcoming changes and solutions. This gives our dealers an advantage, guaranteeing the most effective and up-to-date strategies for driving traffic.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
