Google has postponed the removal of third-party cookies from its Chrome browser until at least the end of 2023, a year later than planned. The corporation announced last January that these cookies would be gone by 2022.
According to critics of Google’s deprecation of cookies, ad suppliers would have no alternative than go directly to Google for data, giving Google an unfair edge for targeting consumers. This is due to Google’s plans to replace the system with one of its proprietary data designs.
This news appears to have been met with a huge sigh of relief from the advertising industry, as well as Wall St where the share prices of major DSPs and SSPs saw big spikes.
Essentially, Google plans to work more closely with regulators to come up with new technologies to replace third-party cookies for use in advertising.
Stage 1 (Starting late-2022)
Once testing is complete and APIs are launched in Chrome, we will announce the start of stage 1. During stage 1, publishers and the advertising industry will have time to migrate their services. We expect this stage to last for nine months, and we will monitor adoption and feedback carefully before moving to stage 2.
Stage 2 (Starting mid-2023)
Chrome will phase out support for third-party cookies over a three-month period finishing in late 2023.”
This delay isn’t a lucky break. It’s a stay of execution.
We need to re-shape advertising to not be so reliant on following people around the internet and instead use techniques that reach consumers – on their terms.
We think the future of advertising is cookie-less and, largely, identity free. Consumers have already made it clear that this is what they want, not in two or three years’ time, but today.
So, yes, you could keep using third-party cookies for a little while longer. But just because you can, doesn’t mean you should. Companies should not put a pin in their plan of action for third-party cookies deprecating. Building trust with customers has been the motivator for browsers to do away with third-party cookies. The shifts regulations have encouraged in privacy practices over the past few years make it clear marketing trends are moving towards transparency. Privacy legislation has also helped shift consumer expectations and awareness.
People increasingly want to know what types of data websites are gathering about them and how they’re using it. There are other ways to launch hyper-targeted, measurable campaigns, collect data directly from consumers, and protect revenue. Alternative methods of data collection will also prove to consumers you’ll respect their privacy and data as well as provide a value exchange for it. We expect to see organizations take different approaches to the end of third-party cookies.
About Frontline Digital
Our team at Frontline Digital collaborates with you to increase brand recognition and generate leads to boost your sales revenue. We work to meet your advertising goals, whether you need display advertising, video advertising, email marketing or paid search. If you require digital marketing services or a digital marketing agency you can trust, contact Frontline Digital today. To learn more, call us at 800-460-0344 or email us at [email protected].