Just when we thought we had our digital marketing strategies all figured out, Google throws us another curveball!
The tech giant has once again pushed back its timeline for phasing out third-party cookies on Chrome. Originally set for a 2022 sunset, the deadline has now been extended to 2025. So, buckle up, marketers; we’ve got a bit more time on this wild ride!
Why the delay, you ask?
The tech giant has announced a delay in phasing out third-party cookies, citing “technical difficulties.” While they haven’t confirmed if the changes will now happen in 2025, it seems our preparations might have been premature.
Google’s decision to delay stems from feedback suggesting the need for more time to evaluate the new technologies replacing third-party cookies. Google wants to ensure the digital ecosystem is ready to embrace these changes without half-baked solutions (Google’s Privacy Sandbox) that could disrupt the balance of personalization and privacy.
What does this mean for marketers using CPV One?
Here at CPV One and CPV Lab, we can’t help but see this as an unnecessary delay.
Our ad trackers are designed for cookie and cookie-less tracking, so, this delay will only make brands delay their updates. We support the use of first party data (with first party cookies) and Server To Server (S2S) tracking via postback URL.
With a CPV tracker you are sure to get your visitors and conversions tracked accurately.
CPV Lab: Your Trusty Sidekick in a Cookie-less Future
This unexpected shift presents an opportunity for all of us to reassess and strengthen our digital strategies in the interim.
Our conversion tracker is ready to take on the challenge. With CPV Lab, you can:
- Stay Sharp: Use this extra time to refine your strategies around first-party data collection and server-side tracking.
- Keep It Personal: Continue delivering personalized experiences without stepping on privacy toes.
- Test the Waters: Experiment with alternative tracking methods that don’t rely on those crumbling third-party cookies (like CPV Lab self-hosted marketing tracker or CPV One cloud-hosted ad tracker)
CPV Lab is designed to help you navigate these transitions smoothly, ensuring that you can maintain and even improve your campaign performance, all while playing nice with privacy regulations.
Looking Ahead: Embrace the Change
While Google’s timeline extension is akin to giving us a “little more air in the tires,” let’s use this time wisely. It’s an opportunity to innovate and test new strategies with tools like CPV Lab that are built for the future of digital marketing.
In conclusion, while the cookie policy change might seem like a bumpy part of this marketing rollercoaster, CPV Lab is here to make sure you enjoy the ride—and maybe even throw your hands up and have some fun along the way.
So, let’s keep our marketing campaigns strong, compliant, and more effective than ever, no matter when those cookies finally crumble.
Stick with CPV Lab, and let’s turn these changes into opportunities to shine!
