Google Delays the Extinction of Third Party Cookies

If you’ve been paying attention to technology-focused news recently, you’ve likely encountered many articles discussing Google’s desire to eliminate third-party cookies in the future. Initially, this was going to be implemented in late 2022, was then delayed to late 2023, and has now been pushed back further to the end of 2024. 

Google’s browser, Chrome, is used by approximately sixty percent of individuals worldwide, about three billion people. As marketers, we have relied on the concept of third-party cookies in our strategies. These third-party cookies allow us to have a wealth of data available to them, help optimize their strategies, and properly target campaigns. 

So what do these delays mean for you? We’ll let you know how to prepare, and what you can expect in the meantime. 

What is a Third-Party Cookie?

A cookie is a text file containing small pieces of information and is created when a person visits a website, storing important data and improving the users' website experience. We use them in digital marketing because they personalize the user experience and better align content to their interests, as well as their behaviors. 

Although there are many types of cookies, we want to focus specifically on the Third-Party Cookie. Third-party cookies are created by a separate domain and are generally used for marketing and advertising. These cookies can monitor cross-website tracking, ad serving, and direct retargeting ads. 

What’s the Delay?

Although it may be frustrating that the extinction of third-party cookies keeps getting postponed, it may actually be beneficial to your current marketing strategy. The previously delayed timeline gave digital marketers more time to work out the kinks in their plan for more privacy-conscious content. This most recent delay comes due to new privacy changes by Apple’s operating system, which reduces targeting capabilities by limiting advertisers from accessing an iPhone user identifier.

Additionally, in recent years, Google has offered an alternative, called the Privacy Sandbox. This Privacy Sandbox aims to protect online privacy by exploring new methods of tracking users, without letting personally identifiable information leave their Chrome browser. Unfortunately, Google has received less-than-positive feedback regarding the Privacy Sandbox trials, causing them to go back to the drawing board until they have a stellar product. 

In response to the feedback they received, Google has decided to expand the testing windows for the Privacy Sandbox APIs (Application Programming Interface) before third-party cookies are disabled in the Chrome browser. Developers can already test these APIs immediately, and beginning in early August, these trials will expand worldwide. Before users are added to the trials, they will be shown a prompt giving them the option to manage their participation. Google will continue to monitor feedback throughout these trials through 2023, and by the third quarter of 2023, will be generally available to the public. 

How Should You Prepare?

One of the most crucial things companies can do right now is work towards strengthening first-party data. First-party data improves the strength of users’ trust in brands, ultimately offering clients a more meaningful and engaging experience on their site journey. It is becoming more and more important to establish close and more direct relationships with their clients rather than relying on third-party cookies. You can collect this data from market research, social media polls, and client satisfaction surveys. Another smart strategy is to offer interactive content or materials complimentary in exchange for their data. 

There are also some additional tactics companies can start developing and putting into practice even before these new laws go into effect. With concerns over the privacy of personal data continuing to swirl, you can best relate to your clients by being clear and transparent. Creating a privacy policy isn’t just a legal obligation anymore, but it pulls the veil off of how and why you want to use your clients’ data. Additionally, by incorporating a more transparent data policy, you are also empowering clients to exercise control over their data- allowing them to opt-out or edit information for their registration as they see fit.

Although the third-party cookie-less future is a bit more distant than it was at the beginning of this year, it is still recommended that marketers start adapting now. At Integrate, we are always looking at ways technology will change the way we advertise. If you’re not confident in where you should begin to adapt, or want to be a few steps ahead of the curve, contact us today for a complimentary consultation.