Google’s latest move shifted its position on third-party cookies. Instead of removing them entirely, Google will now retain third-party cookies but require user consent. This change has significant implications for affiliate media buyers, who must now navigate a landscape where user consent becomes crucial for ad targeting and tracking.<\/p>\n\n\n\n
Previously, Google planned to phase out third-party cookies by 2025<\/a>. However, recent announcements<\/a> indicate that third-party cookies will remain in Chrome. <\/p>\n\n\n\n The tech giant has decided not to deprecate third-party cookies as initially planned. Instead, Chrome users will now have the power to “make an informed choice” about their web browsing data.<\/p>\n\n\n\n Google has announced that they will be updating the Privacy Sandbox project, which was created to protect user privacy online while still supporting ad-supported sites we all use. Their progress was based on feedback from regulators such as the UK\u2019s Competition and Markets Authority (CMA) and the Information Commissioner\u2019s Office (ICO), as well as publishers and advertisers.<\/p>\n\n\n\n Google initially planned on phasing out third-party cookies on Chrome, used to track users across sites to target ads. But now, they\u2019ve changed this strategy and are focusing more on \u201cuser empowerment.\u201d<\/p>\n\n\n\n Google\u2019s statement: \u201c\u2026 we are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they\u2019d be able to adjust that choice at any time. We\u2019re discussing this new path with regulators, and will engage with the industry as we roll this out.\u201d<\/p>\n\n\n\n On July 22, 2024, the UK government commented on Google’s latest move: \u201cGoogle announced that it is changing its approach to Privacy Sandbox. Instead of removing third-party cookies from Chrome, it will be introducing a user-choice prompt, which will allow users to choose whether to retain third-party cookies. The CMA will now work closely with the ICO to carefully consider Google\u2019s new approach to Privacy Sandbox.\u201d<\/p>\n\n\n\n While this change might suggest you can pause your preparations for a cookieless future, it’s best to stay the course and see how Google’s plan unfolds. Continue to develop alternative strategies and monitor user opt-in trends.<\/p>\n\n\n\n Miles Pritchard, Partner in Data and Technology Transformation, illuminates the implications of Google’s latest move.<\/a> He describes the news that Google will not be removing third-party cookies from Chrome as a significant reversal in the ad tech industry. Initially announced over four years ago, this marks a critical shift in Google’s strategy with wide-sweeping implications for ad targeting, personalization, and measurement across digital marketing.<\/p>\n\n\n\n Pritchard explains that the decision stems from the challenges faced by the Privacy Sandbox initiative, including regulatory pressures and underwhelming test results. As a result, Google Chrome will not entirely remove third-party cookies but will instead provide users with the option to consent to their use.<\/p>\n\n\n\n According to Pritchard, the reaction within the adtech community is mixed. Established ad tech companies that continued using third-party cookies might feel relief, seeing renewed optimism in future revenue streams. Conversely, businesses that invested heavily in preparing for a cookieless future may experience frustration and disappointment. The time and effort spent developing non-cookie alternatives, though not wasted, now face a different landscape.<\/p>\n\n\n\n Timothy Roberts, an expert in Growth, Revenue, and SaaS, also comments on the Google’s latest move<\/a>. He emphasizes the importance of user choice and the need for further privacy controls. Roberts notes the balance Google must strike between advertisers’ needs and privacy considerations, along with the implications of competition regulations.<\/p>\n\n\n\n He explains that the removal of third-party cookies has made tracking, attribution, and retargeting more complex and expensive. Retaining third-party cookies in Chrome provides businesses and marketers more time to adapt to these changes. However, it is only a temporary solution, and the industry must still prepare for a future with more privacy-centric technologies.<\/p>\n\n\n\n Roberts highlights Google’s announcement: “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they\u2019d be able to adjust that choice at any time. We’re discussing this new path with regulators, and will engage with the industry as we roll this out”<\/p>\n\n\n\n Michael Sweeney, Marketing Director in AdTech & MarTech, provides further insights into Google’s latest move<\/a>. He outlines what is known and unknown about the decision:<\/p>\n\n\n\n What We Know:<\/strong><\/p>\n\n\n\n What We Don\u2019t Know:<\/strong><\/p>\n\n\n\n <\/p>\n\n\n\n Rodney Perry, Head of Data And Analytics UK, Making Science<\/strong> \u201cGoogle\u2019s decision ultimately levels the playing field, as both cookie-based and cookie-less solutions will have the opportunity to compete for user attention and drive performance. Amid this U-turn, brands are advised to focus on leveraging first-party data, especially since other browsers have already eliminated third-party cookies.”<\/p>\n\n\n\n Julia Draghici, CEO, CPV One<\/a><\/strong> “Unexpected decision by Google, but still, good that a decision was finally made. In the last few years the ad tech industry adapted to no longer use third party cookies<\/a> but the uncertainty was not helping. Media buyers understand that using first party data is better, mostly because, even having the biggest share, Chrome is not the only browser. Let’s see how the consent will work out.”<\/p>\n\n\n\n Christoph Kruse, Marketing Director, MINT<\/strong> \u201cThe continuation of third-party cookies will surely bring some relief to the advertising world, but it is not the solution that solves all challenges the industry is still facing. Despite the availability of cookies, we have seen a decline in acceptance of such cookies.”<\/p>\n\n\n\n Madi Bachar, VP Global Sales, MGID<\/strong> \u201cGoogle\u2019s decision wasn\u2019t a massive surprise: too much money was at stake, and they couldn\u2019t find a solid alternative. Judging by the jump in Criteo\u2019s shares following the news, the industry has welcomed the move. The question is, what will be the fate of Privacy Sandbox?”<\/p>\n\n\n\n Mark Debenham, VP Growth Marketing and Marketing Operations, Adverity<\/strong> \u201cGoogle\u2019s decision to keep third-party cookies is a win for those who have prioritized flexible data management. Businesses already working with infrastructure that allows them to switch between different data sources and targeting approaches will be well-placed to adapt in line with varying insight access.”<\/p>\n\n\n\n Geoffroy Martin, CEO, Ogury<\/strong> \u201cIn response to regulatory and market pressure, Google will be leaving the decision of whether or not to use third-party cookies up to consumers. It remains to be seen how it will implement this change, but if other ecosystems are any indication, this might lead to a vast majority opting out of tracking.”<\/p>\n\n\n\n Karen Nelson-Field, CEO and Founder, Amplified Intelligence<\/strong> \u201cNot only is this decision unsurprising, but it also doesn\u2019t change the current path of media measurement evolution. Focus has long been shifting towards attention as a key metric for understanding what was seen, not simply observed \u2013 and it\u2019s going to keep moving that way.”<\/p>\n\n\n\n Roy Yanai, VP Product, AppsFlyer<\/strong> \u201cGoogle\u2019s statement that it will give users the choice over consent is vague and creates a very important question: Will users need to opt-in or opt-out? When Apple launched its ATT framework in 2021, which gave users the choice to opt-in rather than opt-out, we saw the number of ‘tracked’ users drop from 85% to 20%.”<\/p>\n\n\n\n Ben Cicchetti, SVP, Marketing & Communications, InfoSum<\/strong> \u201cGoogle\u2019s announcement doesn\u2019t change the fact that third-party cookies remain bad for consumer privacy. We already operate in a largely cookieless ecosystem, and any comprehensive media strategy must therefore account for numerous cookie-free environments.”<\/p>\n\n\n\n Travis Clinger, SVP, Activations and Addressability, LiveRamp<\/strong> \u201cThe update from Google Chrome is a major development and welcome news for those still preparing for a cookieless future, but not one that changes where our ecosystem is headed: marketers want to personalize and measure the consumer journey, while consumers rightfully want unprecedented control and transparency of their privacy.”<\/p>\n\n\n\n Google\u2019s decision to retain third-party cookies with user consent marks a significant change for affiliate media buyers. <\/p>\n\n\n\n While it introduces new challenges in terms of data collection and compliance, it also offers opportunities to build trust and innovate in ad targeting. <\/p>\n\n\n\nGoogle’s Updated Approach<\/h3>\n\n\n\n
Key Changes<\/h3>\n\n\n\n
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What Should Marketers Do?<\/h3>\n\n\n\n
The Cookie Continuity Crisis?<\/h3>\n\n\n\n
Mixed Emotions<\/h3>\n\n\n\n
New Path for the Privacy Sandbox<\/h3>\n\n\n\n
Google’s latest move to Keep Third-Party Cookies: What We Know and Don\u2019t Know<\/h2>\n\n\n\n
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Industry Reactions<\/a><\/h3>\n\n\n\n
Conclusion<\/h2>\n\n\n\n