"On July 22nd, Google announced that it no longer planned to deprecate third-party cookies in Chrome - and many marketers breathed a collective sigh of relief. While removing the hard-and-fast deadline certainly gives us more time to find better ways to target potential customers, we all have one burning question: Why did Google change its mind? First, during Google's cookieless tests, monetization was down and advertisers were getting less fidelity."
"Second, moving away from third-party cookies wasn't going to stop data collection; it was going to shift control of that data from third parties to Google. This wasn't a great move for protecting consumer privacy. While Google's decision was definitely frustrating - especially for those of us who have spent years preparing - it was the right thing to do."
"In the marketing world, we've talked about moving away from cookies for years-well before Google's initial announcement. Google simply gave us a hard stop date. Why? Because ultimately consumers don't like, nor completely understand, cookie tracking. Right now, 67% of US adults turn off cookies or website tracking, and it's because 68% of them worry about the amount of data companies collect."
Google paused the planned deprecation of third-party cookies in Chrome after tests showed reduced monetization and lower advertiser targeting fidelity. Moving away from third-party cookies would have shifted data control from third parties to Google rather than ending data collection, creating privacy concerns. A large portion of consumers distrust cookie tracking and many disable cookies, yet consumers still expect personalized experiences. Marketers should prioritize building durable first-party relationships, invest in privacy-safe technologies like clean rooms, identity graphs, contextual targeting, and robust measurement, and avoid short-term privacy-invasive tactics that erode consumer trust.
Read at The Drum
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