Google recently announced it will not eliminate third-party cookies in Chrome, leaving many ad executives surprised and relieved. This change of course comes after Google had repeatedly assured the industry that it would phase out these cookies, despite several delays.
The industry had grown increasingly skeptical due to the continuous postponements, leading to growing cynicism among advertisers. Google’s efforts to alleviate concerns, including grants and meetings with the Privacy Sandbox team, often fell short of reassuring the industry.
The industry’s doubts were highlighted last week when publishers and ad tech executives expressed concerns over Google’s tests of Privacy Sandbox alternatives. Agencies had also stopped pushing for extensive trials of these alternatives, signaling that confidence in Google’s plan had waned.
Google’s new strategy seems to resemble Apple’s approach to eliminating third-party tracking on its devices, though Google has revealed few details about this plan.
Anthony Chavez, VP of the Privacy Sandbox, mentioned that Google would introduce a new Chrome experience allowing users to make informed choices about third-party tracking. However, Google provided little detail on what this would look like or how it would function, leaving the ad industry underwhelmed.
Ruben Schreurs, chief strategy officer at Ebiquity, criticized the plan for potentially failing to meet regulatory standards for informed consent, raising further doubts about its feasibility.
Google to Retain Third-Party Cookies in Chrome, Surprising Ad Executives and Industry Observers
Regulatory approval remains a significant hurdle for Google’s new plan, as seen with its ongoing work with the UK’s Competition and Markets Authority. If approved, the plan would require users to opt-in to third-party tracking, likely leading to a substantial decrease in third-party cookie usage.
Epsilon’s chief analytics officer, Loch Rose, expressed support for Google’s user-centric approach, predicting a future without widespread third-party cookies.
Despite the uncertainties, some executives remain optimistic. Justin Wohl, CRO of Snopes and TV Tropes noted that publishers who have prepared for a cookie-less future will benefit, as they will continue to receive data from cookie-enabled users while mitigating losses from non-cookied browsers.
Grant Parker, president of Flashtalking by Mediaocean, emphasized that the industry’s adaptations to multi-ID and multi-signal environments will remain relevant, regardless of Google’s changes.
Looking ahead, the focus will likely remain on the past, with ongoing debates about the numerous delays and their impact. Some ad executives had speculated for months that Google might not fully eliminate third-party cookies, and recent announcements have validated these predictions. Jason Bier, chief privacy officer at Adstra, foresaw Google’s decision, attributing it to pressure from regulators and the ad industry.
The situation underscores the tension between privacy advocacy and maintaining ad performance, highlighting the complexities of balancing these competing interests. Mark McEachran of Yieldmo sees the recent move as providing much-needed clarity, allowing the industry to adapt and move forward with greater certainty.
