Abstract
- Extended delay. Google's new deadline allows marketers to strategically reevaluate.
- Emphasis on privacy. The delay will increase the focus on privacy-first advertising strategies.
- Industry adaptation. Marketers have asked to adapt to evolving privacy norms and technology.
Google's plan to phase out third-party cookies for Chrome resembles an episode from the classic movie “Groundhog Day.” Google has announced a delay in the implementation of his cookie deprecation standard for the second time, saying that third-party deprecation plans for this popular browser will not be completed until late Q4 2024.
Chrome is widely used to interact with websites and apps, or launch platforms that support business models, meaning any delays can have significant ramifications. Chrome accounts for over 65% of the global browser market, which means a whopping two-thirds of the world relies on Chrome to access the internet.
New cookie obsolescence deadline reshapes marketers' strategic plans
What does the new cookie obsolescence deadline mean for marketers, campaigns, and data operations strategies? This timing means that Google is working with the UK Competition and Markets Authority (CMA) to inform marketers about their marketing technology stack. We will be able to further collaborate on guidelines that will provide information. CMSWire Editor-in-Chief Dom Nicastro outlined his future plans for Google in his recent CMSWire post.
The delay in deprecating cookies in Chrome's schedule involves more than just pausing cookie-related campaign plans. Marketing executives are assessing the impact this delay will have on agency operations, customers and the industry as a whole.
Executives reflect on the impact of Google's delay in deprecating cookies
Several agency executives shared insights about the impact on ongoing developments within their companies.
GumGum CTO calls for immediate removal of cookies
Ken Weiner The chief technology officer of GumGum, a contextual intelligence company, believes marketers should not wait for cookies, but should abandon them now. “For marketers, the message is clear… Most of the industry, including mobile and other browsers like Safari, have already moved away from cookies or don't use them in the first place. We're waiting for a change in Google's timeline. Regardless of cookies, remember that the future of the web will be driven by changing consumer preferences and regulations, and the loss of identity.”
Related article: Contextual advertising: What you need to know
Lotame executive says cookie delay is 'inevitable'
Eli Heath, head of identity at data collaboration platform Lotame, believes the delay is “inevitable.” Google gave us a hammer and said we could force a screw into a surface. However, writing the driver takes more time. While the privacy sandbox was never purpose-built, this delay gives publishers, brands, and ad techs additional runway to test and evaluate alternative solutions. ”
Related article: Eliminating third-party cookies: Preparing for the future of marketing
Digital Remedy VP: Cookie delay spurs privacy advances
Matthew Engstrom, vice president of marketing at Digital Remedy, a performance media partner for brands and agencies, sees the decision to postpone the cookie retirement date as an opportunity to improve data privacy management.
“This delay gives the industry additional time to strengthen its strategy around cookieless technologies and improve practices that prioritize consumer privacy and trust,” Engström explains. . At Digital Remedy, we believe this is an important time for brands, agencies, and technology partners to focus on transparency and ethical data use. Longer timelines should not be seen as a pause, but as a necessity to further innovate privacy-first advertising solutions. We offer an opportunity to rebuild consumer trust by evolving the way we notify users about the use of their data and securing their consent in clearer and more engaging ways.
“We advocate for a balanced approach that prioritizes the interests of consumers. Adapting to a privacy-centric model not only follows regulatory expectations but also supports evolving demands for data transparency and control. It also aligns with consumer preferences. While this delay may allow for gradual adaptation, it also risks reducing the urgency needed to bring about major changes across the industry. It is important that our stakeholders remain committed to the goal of a cookie-free future and be prepared when the changes eventually take effect.”
Related article: 4 customer-centric strategies to improve data privacy
Adlook VP: Cookie latency is important for digital equity
Mateusz Jendrocza The vice president of branding solutions at Adlook, a cookie-free brand growth platform, said Google's latest decision “highlights a critical juncture for the digital advertising ecosystem.” While this delay may seem like a setback, it reflects the continuing challenges and complexities of building a web environment that also supports free access to content and emphasizes privacy. It's a pause.
“Delays due to the impact of regulatory oversight such as the CMA highlight the importance of maintaining a balanced digital market. It ensures that platforms with a dominant market position are not given a disproportionate advantage, and supports initiatives that enable a level playing field, which is important for the industry and the broader open web ecosystem. It is essential to do so.
“Additionally, this enhancement provides important respite for many in the industry, especially those who have not yet fully adapted to a cookie-free environment. This additional time should not be seen as a delay, but rather as a User privacy is a top priority, and the ongoing effort to rebuild an advertising framework that has been in use for more than 20 years is a complex undertaking. We need to recognize that this further delay reflects the enormity of the challenge and highlights the significant work that remains to be done to transition effectively.
“As we look to the future, it is clear that the industry must work together to develop standards and technologies that respect user privacy and ensure a diverse and competitive advertising environment. Line should be used to foster innovation in data privacy and security and ensure all stakeholders, from publishers to advertisers, are ready for the next era of digital advertising.”
Related article: Key marketing trends to watch in 2024
LiveIntent CEO praises CMA's role in Google delays
Matt Kaiser, founder and CEO of LiveIntent, a human-based marketing platform, expressed relief that the CMA had a potential influence on Google's decision. “We applaud the CMA for holding Google to account and ensuring that Google’s approach is highly considerate to publishers, especially when compared to Apple. Google delayed rollout of cookie deprecation plan. That's because Google has made a thoughtful and good-faith effort to balance its public standing as a company with serving the publishers and brands that rely on our ecosystem to survive.
“This is in stark contrast to Apple, which cynically portrays publishers who rely on ad dollars as villains to drive viewers to Apple-owned platforms.” When Apple suspended IDFA, publishers' mobile inventory suffered a 50% decline in Facebook Audience Network CPM revenue.
Related article: Google to end cookie tracking for 1% of Chrome users in early 2024
Intango CEO urges shift to privacy-first marketing
Uri Lichter, CEO of Intango, a marketing solutions company specializing in the digital media technology industry, suggests marketers reconsider how they view their future goals. “Marketers should take this extra time as a signal to proactively adapt. By focusing now on technologies that analyze the digital environment rather than the consumer, such as contextual and intent-based advertising, We can prepare for a future where consumer privacy is protected,” says Richter. As the industry evolves, adopting these privacy-compliant and contextual approaches will not only meet regulatory standards but also increase the effectiveness of digital engagement. ”
Related article: How AI is being used to protect customer privacy
Yahoo SVP: New timeline helps industry adapt
Adam Ludeman, Yahoo's senior vice president of product strategy and management, thinks about the test and production opportunity: “Google's new timeline will help the industry continue to test and adapt,” he Roodman explains. “Beyond cookies, non-addressable inventory will only increase, and the industry needs to act now to prepare for these changes.”
Related article: How the Google Privacy Sandbox impacts your marketing data and analytics strategy
final thoughts
After Chrome is updated, marketers will need to find new ways to target and measure their campaigns. Delays in cookie retirement simply mean another chance for marketers to reset their campaign technology. Therefore, you should seriously work on developing ROI measurements without third-party cookies as a key measurement element.
