Google has scrapped its controversial plan to do away with 3rd party cookies after years of planning, testing and false starts. Google first announced its intentions in 2020, delaying the deadline on three separate occasions after backlash from the advertising industry. Instead of doing away with cookies entirely, Google plans a new customisable Chrome experience that lets users make an informed choice whenever they browse the web. A choice that they can adjust when it suits them. Vice President of Google’s Privacy Sandbox, Anthony Chavez, wrote: “We are proposing an elevated approach that elevates user choice.”
It’s just the latest development in the long and detailed history of 3rd party cookies, small blocks of data designed to store tiny amounts of information on web users’ computers to remember specific details. First introduced in 1994, cookies have been a standard fixture on the internet despite privacy concerns being part of the deal the whole time. From the European Union’s e-privacy directive in 2003 to Google’s Do Not Track (DNT) header in 2012, efforts have always been made to stop internet cookies from becoming too invasive regarding user privacy.
What does Google’s backflip on 3rd party cookies deprecation mean for customers, marketers and you as a brand? Here’s the rundown on 3p cookies deprecation: the plan, why Google has changed its approach and how you may need to modify your strategy.
What Was The Plan For 3rd-Party Cookies?
In early 2024, Google began laying the foundation for a future without third-party cookies. The search engine giant began rolling out its Privacy Sandbox Initiative, which included Tracking Protection—affecting about 1% of Chrome users (or 30 million people). Tracking Protection limits cross-site tracking by deprecating third-party cookies. Google planned to expand the restrictions to 100% of users later in the year, developing new technologies to prioritise privacy instead.
While the measures were hailed as a win for privacy advocates, it did mean brands and marketers needed to start developing and testing new privacy-focused alternatives.
So what changed? The decision to jettison third-party cookie deprecation in favour of a new user experience was made after feedback from a wide variety of sources, including regulators, web developers, and advertising industry heavyweights. Regulators like the CMA (the UK’s anti-trust enforcer) flagged dozens of concerns about Google’s Privacy Sandbox, and research even indicated that it may in itself violate privacy concerns.
While alternatives like device fingerprints and contextual targeting aren’t going anywhere, neither are 3rd party cookies. Marketers and brands need to remain and, as always, adjust their approach to whatever Google has planned.
What Is Google Doing Now Instead?
Google will continue to make its Privacy Sandbox APIs (Application Programming Interfaces) available. Some of Google’s major APIs include the Protected Audience API, which makes it easier for audiences to re-engage with their target audiences, and the Topics API, which categorises web pages into nearly 500 topics of interest. As Anthony Chavez’s blog post has described, Google has planned a new path forward. The company wants users to be able to make an informed choice across their web browsing that they can adjust at any time, along with additional privacy controls such as introducing IP Protection into Chrome’s Incognito mode.
Google will persist in investing in its APIs to improve privacy and utility and make additional controls available.
What Does This Mean for Marketers?
For marketers and brands, this new development represents an opportunity to rethink their strategies, to grow and to innovate. How should brands, advertisers and marketers respond to Google scrapping the deprecation of 3rd party cookies? Some steps you can take to ensure your continued success in the field include:
Keep testing
Google has the most commonly used browser, but a good percentage of web users operate in cookieless environments, like behind Chrome privacy extensions. As with all marketing approaches, testing is the key. Try out different creative approaches, create engaging content, and try out different identity resolution tactics. A/B and multivariate tests are crucial for achieving lasting results.
Refine data strategy
Create a plan to acquire the data you need to build look-alike models, propensity scores and segments. It’s never the wrong time to reassess your data strategy or, if necessary, build a fresh one from scratch.
Find other ways to get to know your customers
Third-party cookies are not the only way to build a profile of your ideal customer’s tastes and preferences. From social media to surveys, there are many ways to get to know your target demographic. You can also use your customer relationship management (CRM) system to leverage first-party data.
Incorporate contextual advertising
Rather than focusing solely on user behaviour, contextual advertising runs advertisements based on the page’s content. Contextual advertising can be a powerful tool for reaching the right audience.
Focus on personalisation
Use the data you can collect to add a personal touch to emails and product recommendations, improving user engagement and increasing conversions.
Explore new developments in technology
Even though third-party cookies are still in the picture, you, as a marketer, still have ample opportunities to explore new developments in technology. Artificial intelligence (AI), machine learning, and predictive analytics offer fresh opportunities to tweak your marketing strategy and new developments in tech are ongoing.
Strengthen content marketing and SEO agencies
To keep attracting traffic to your websites and winning conversions, continue to focus on your content marketing and search engine optimisation (SEO) strategies.
As always, brands and marketers need to keep doing what has always worked while maintaining a focus on the future and how new developments can inform strategies.
Stay Up To Date with Google’s Changes with Anchor
If you’re looking for a marketing strategy that keeps up to date with Google’s changes while continuing to use the same timeless principles that have always worked, Anchor Digital is the agency for you.
Anchor’s approach to content marketing includes storytelling in all its forms, from websites to blog posts, social media posts, and press releases. Using services like copywriting, social media content marketing and paid advertising content marketing, we help you create a content marketing plan that meets your business goals and that your audience will enjoy engaging with.
When it comes to our SEO services, Anchor keeps on top of new developments while continuing to use the strategies that have always gotten results. Our commitment to consistency has led to us achieving reliable results for our clients despite the industry's ups and downs. We take an integrated approach to SEO, keeping consistency between different mediums like blogs, social media, and paid advertising.
Anchor is a creative digital agency that can nurture your project from beginning to end. Its multifaceted skill set includes business growth, digital marketing, and creative content.
For a strategy that moves with the times and adjusts to Google’s developments and updates, contact the Anchor team.
