Google has announced it won’t be ‘deprecating third-party cookies’ after all. So, what does this mean for advertising, what does it mean for consent, and what does it mean for you? Let’s find out...
It seems reports of the cookiepocolypse have been greatly exaggerated. Google has announced it is abandoning plans to deprecate third-party cookies in the face of significant resistance from regulators and the ad tech industry to its "Privacy Sandbox" initiative. Testing earlier this year showed these changes could cause publishers to lose up to 60% of web advertising revenues. The proposals also failed to fully address privacy concerns.
In this post, we’ll explore the privacy and compliance implications of this reversal and how it might affect consent and preference management in the future. We’ll also give you three key takeaways to help prepare for the changes ahead.
What is Google’s Privacy Sandbox?
But first, some background. What are we even talking about here?
Google’s Privacy Sandbox is an initiative aimed at creating ‘a more private and secure web’ by phasing out third-party cookies and introducing new technologies for ad targeting and measurement. This includes grouping users into large cohorts based on similar browsing behavior, new remarketing tools, and Trust Tokens (slated to replace third-party cookies without tracking browsing history).
Pushback on Privacy Sandbox
But ever since Google announced these plans way back in 2020, they’ve faced fierce criticism for potentially compromising ad revenue and not fully addressing privacy concerns. This led to significant pushback from regulators and the ad tech industry, particularly from UK regulators.
Initial tests showed a potential 60% drop in web advertising revenue, prompting Google to delay the cookie elimination. Then in July 2024, they dropped it altogether. When we asked Gemini (Google’s Large Language Model) about this, it told us:
“The decision to abandon the third-party cookie phaseout was influenced by a combination of factors, including industry backlash, technical challenges, and concerns about the potential impact on ad revenue. While the exact breakdown of these factors is complex and not publicly disclosed in detail, it's clear that the potential economic consequences played a significant role in Google's decision.”
What does this mean for businesses that rely on advertising?
As open web advertising becomes less effective, ad spending will likely shift towards Google's more controlled environments like Search and YouTube. This strategy might allow Google to leverage its browser dominance, boosting its higher-margin services while presenting itself as a privacy advocate.
Google’s 'new experience' in Chrome
Chrome users will soon have more control over their privacy settings, including opting out of third-party cookies altogether.
While this move aims to empower people, it also presents new challenges for any business that relies on targeted advertising. If that includes you, you must adjust your strategies to focus on first-party data, privacy-compliant technologies, and alternative targeting methods. In short, that means getting cozy with your customer data and exploring new ways to reach your audience.
The role of consent banners and privacy compliance
And remember, consent management isn’t going away. Despite the move towards reducing cookie usage, consent banners will remain. Regulatory requirements under the European ePrivacy Directive mean you will still need to obtain consent for any tracking method, not just cookies. And that means staying compliant by using consent management systems.
How to thrive in a cookieless future: Three essential strategies
1. Diversify your marketing channels
The reduced reliance on third-party cookies signals a shift in digital advertising. To maintain effective marketing campaigns, you might consider diversifying your channels. You could invest in:
- First-party data collection and utilization: Build solid customer databases to power targeted advertising
- Social media advertising: Leverage platforms like Facebook, Instagram, and LinkedIn for direct audience engagement
- Email marketing: Strengthen email campaigns to reach existing customers and nurture leads
- Offline marketing channels: Explore traditional channels like print, radio, and TV for complementary reach
2. Strengthen your consent management
As user privacy takes center stage, you'll need a solid consent management system in place. Prioritize transparency and control for users while ensuring compliance with regulations like GDPR and CCPA.
- Implement clear and concise consent banners: Obtain explicit consent for data collection and processing
- Provide granular control options: Allow users to easily manage their preferences
- Regularly review and update consent practices: Stay ahead of evolving regulations
3. Embrace the cookieless future...
The phase-out of third-party cookies marks the beginning of a cookieless era. Your business will need to adapt to stay ahead. Here’s how you can:
- Invest in first-party data platforms: Build a comprehensive understanding of your customers
- Explore alternative targeting methods: Consider contextual advertising, behavioral targeting based on first-party data, and privacy-centric identifiers
- Stay informed about industry developments: Keep up with emerging technologies and best practices
Control cookies and more with one consent manager
Google's decision to phase out third-party cookies is a big change, but it doesn't have to be a headache. With a good consent manager, you can easily control cookies and other consent related tasks in one place. This is a great chance to get ahead and make sure your business is ready for the shift. See how DataGuard’s consent and preference manager can help.
