{"id":15317,"date":"2024-07-22T22:00:00","date_gmt":"2024-07-22T20:00:00","guid":{"rendered":"https:\/\/ad1lu9pexv-staging.wpdns.site\/news-and-resources\/google-abandons-third-party-cookie-deprecation\/"},"modified":"2024-07-22T22:00:00","modified_gmt":"2024-07-22T20:00:00","slug":"google-abandons-third-party-cookie-deprecation","status":"publish","type":"post","link":"https:\/\/incubeta.com\/de\/news-and-resources\/google-abandons-third-party-cookie-deprecation\/","title":{"rendered":"Google Abandons Third-Party Cookie Deprecation"},"content":{"rendered":"\n<span style=\"font-weight: 400;\">Given the multiple delays, and unclear timelines, this update isn\u2019t a total surprise, but it&#8217;s certainly big news for the industry. The following article will help you understand:<\/span>\n<ol>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What this update means for you<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What you need to do following this update<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The legal implications<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How Incubeta can support you<\/span><\/li>\n<\/ol>\n<h2><b>What This Means For You<\/b><\/h2>\n<span style=\"font-weight: 400;\">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.<\/span>\n\n<span style=\"font-weight: 400;\">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 \u2018cookieless\u2019 situation.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">Core marketing solutions will remain the same, including:<\/span>\n<ul>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cross website\/app and cross platform tracking<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">User-based remarketing<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Attribution<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Data measurement, especially for reach, frequency and conversions<\/span><\/li>\n<\/ul>\n&nbsp;\n\n<span style=\"font-weight: 400;\">The changes we will see will be: <\/span><i><span style=\"font-weight: 400;\">more choice, more freedom, more responsibility and an increase in marketing complexity<\/span><\/i><span style=\"font-weight: 400;\">.<\/span>\n\n<span style=\"font-weight: 400;\">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.<\/span>\n<h2><b>What You Need To Do<\/b><\/h2>\n<span style=\"font-weight: 400;\">What\u2019s become apparent is that the \u2018cookie\u2019 was never the issue &#8211; it was how it was being leveraged. This is still very much the case, and despite Google canceling the deprecation, brands can\u2019t get lazy &#8211; this is not a \u2018cookie renaissance\u2019.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">There are three core things that brands need to do following this announcement:\u00a0<\/span>\n<ol>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Make sure your <a href=\"https:\/\/insights.incubeta.com\/knowledge\/the-role-of-consent-mode-in-your-path-to-privacy-ready-marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">consent mode<\/span><\/a> is spot on<\/strong><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Work with a partner who can help you balance both a cookieless, and cookie dependent ecosystem<\/strong><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>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.<\/strong><\/li>\n<\/ol>\n<h2><b>The Legal Implications<\/b><\/h2>\n<span style=\"font-weight: 400;\">The update does bring into question the legal environment which would support the continued use of third-party cookies. Google\u2019s 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 \u2018<\/span><a href=\"https:\/\/ico.org.uk\/about-the-ico\/media-centre\/news-and-blogs\/2024\/07\/ico-statement-in-response-to-google-announcing-it-will-no-longer-block-third-party-cookies\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><strong>monitor how the industry responds and consider regulatory action where systemic non-compliance is identified for all companies including Google<\/strong><\/span><\/span><\/a><span style=\"font-weight: 400;\">\u2019.<\/span>\n\n<span style=\"font-weight: 400;\">Google has stated that they\u2019ll continue to work with regulatory bodies, and prioritize privacy-preserving alternatives &#8211; supporting the APIs in the Sandbox while continuing to invest in Sandbox initiatives.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">\u201cWe&#8217;re discussing this new path with regulators, and will engage with the industry as we roll this out\u201d &#8211; Anthony Chavez, VP, Privacy Sandbox<\/span>\n<h2><b>How Incubeta Can Support You<\/b><\/h2>\n<span style=\"font-weight: 400;\">We understand that this update is leading to increased confusion. However, while third party cookies are back in the digital playground, this doesn\u2019t mean all the work towards privacy centricity is wasted. The core focus for brands should remain around first-party data, and user choice &#8211; and we\u2019re here to help you do that. Incubeta is the strategic <\/span>leader that can help you navigate these changes, and enable you make the best decision to deliver marketing goals.\n\n<span style=\"font-weight: 400;\">If you have any questions about how these changes will impact you, get in touch with our account leaders:<\/span>\n\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n    region: \"na1\",\n    portalId: \"8875264\",\n    formId: \"d9410944-b4ee-4921-bd0f-d27eff7e8bd5\"\n  });\n<\/script>\n","protected":false},"excerpt":{"rendered":"<p><span style=\"font-weight: 400;\">Google has recently announced that they\u2019re scrapping the deprecation of third party cookies on Chrome, planning to roll out a new and updated solution that \u2018<\/span><a href=\"https:\/\/privacysandbox.com\/news\/privacy-sandbox-update\/\"><span style=\"font-weight: 400;\"><b>elevates user choice<\/b><\/span><\/a><span style=\"font-weight: 400;\">\u2019 allowing people to make an informed choice across their web browsing (that users will be able to adjust at any time).\u00a0<\/span><\/p>\n","protected":false},"author":10,"featured_media":1317,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[216],"tags":[],"approach":[],"solution":[52],"industry":[],"market":[23],"class_list":["post-15317","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-news","solution-privacy","market-global"],"_links":{"self":[{"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/posts\/15317","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/comments?post=15317"}],"version-history":[{"count":0,"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/posts\/15317\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/media\/1317"}],"wp:attachment":[{"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/media?parent=15317"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/categories?post=15317"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/tags?post=15317"},{"taxonomy":"approach","embeddable":true,"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/approach?post=15317"},{"taxonomy":"solution","embeddable":true,"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/solution?post=15317"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/industry?post=15317"},{"taxonomy":"market","embeddable":true,"href":"https:\/\/incubeta.com\/de\/wp-json\/wp\/v2\/market?post=15317"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}