Google Abandons Third-Party Cookie Deprecation

Given the multiple delays, and unclear timelines, this update isn’t a total surprise, but it’s certainly big news for the industry. The following article will help you understand:

1. What this update means for you
2. What you need to do following this update
3. The legal implications
4. How Incubeta can support you

What This Means For You

Nothing much will change for now. But we will see a busier, more convoluted ecosystem which balances cookieless, and cookie dependent solutions. Google will continue to support the APIs in the Sandbox while investing in Sandbox initiatives/projects, but with timelines and outcomes which are yet to be seen and will undoubtedly evolve in the near and more distant future. The immediate effect is that the multiple industry players who pressured Google about revenue loss, ad spend and legal concerns, have been sated. Expected marketing outcomes on Chrome and Android are less affected by the new direction of the Privacy Sandbox initiative, versus the ‘cookieless’ situation.  Core marketing solutions will remain the same, including:

• Cross website/app and cross platform tracking
• User-based remarketing
• Attribution
• Data measurement, especially for reach, frequency and conversions

  The changes we will see will be: more choice, more freedom, more responsibility and an increase in marketing complexity. For brands, this means that efforts in moving away from third-party dependence are not wasted. For those who have yet to start with these projects, this announcement means that brands will likely shift focus away from third-party cookie deprecation projects as business as usual resumes.

What You Need To Do

What’s become apparent is that the ‘cookie’ was never the issue – it was how it was being leveraged. This is still very much the case, and despite Google canceling the deprecation, brands can’t get lazy – this is not a ‘cookie renaissance’.  There are three core things that brands need to do following this announcement: 

1. Make sure your consent mode is spot on
2. Work with a partner who can help you balance both a cookieless, and cookie dependent ecosystem
3. Focus on storing, enriching and activating your first-party data across multiple ecosystems, ensuring that targeting, tracking and measurement can be reported in a way that makes business sense.

The Legal Implications

The update does bring into question the legal environment which would support the continued use of third-party cookies. Google’s new approach to the Privacy Sandbox will undoubtedly be under harsh scrutiny, especially considering the possible implications for consumers and competitor brands. The ICO has already released a statement discussing how they will ‘monitor how the industry responds and consider regulatory action where systemic non-compliance is identified for all companies including Google’. Google has stated that they’ll continue to work with regulatory bodies, and prioritize privacy-preserving alternatives – supporting the APIs in the Sandbox while continuing to invest in Sandbox initiatives.  “We’re discussing this new path with regulators, and will engage with the industry as we roll this out” – Anthony Chavez, VP, Privacy Sandbox

How Incubeta Can Support You

We understand that this update is leading to increased confusion. However, while third party cookies are back in the digital playground, this doesn’t mean all the work towards privacy centricity is wasted. The core focus for brands should remain around first-party data, and user choice – and we’re here to help you do that. Incubeta is the strategic leader that can help you navigate these changes, and enable you make the best decision to deliver marketing goals. If you have any questions about how these changes will impact you, get in touch with our account leaders: