Google announced last week that it will not be deprecating third-party cookies, despite years of delays and speculation. Instead, the tech giant is shifting strategies to meet privacy requirements, such as GDPR, by pursuing “a new path for privacy.” This new approach will prompt users to choose whether to enable or disable cookies, ultimately retaining them within Chrome. 

“We recognize this transition requires significant work by many participants and will impact publishers, advertisers, and everyone involved in online advertising,” said Anthony Chavez, Google’s manager in charge of the Privacy Sandbox project. “In light of this, we are proposing an updated approach that elevates user choice. We’re discussing this new path with regulators and will engage with the industry as we roll this out.” (source, FT) 

Many in the industry are frustrated after years of preparing for a cookieless future. Stephen Bonner of the Information Commissioner’s Office commented, “It has been our view that blocking third-party cookies would be a positive step for consumers. The new plan set out by Google is a significant change and we will reflect on this new course of action when more detail is available.” 

Despite the headlines and panicked boardrooms, the underlying reason for the cookie’s deprecation remains the same: consumers are pushing for a safer, more privacy-focused future that empowers rather than hinders their journey. Even with the option to opt out of third-party cookie tracking, the significance of third-party cookies will diminish. 

First-party data and other trusted key data sources will become the new holy grail of advertising and marketing. The move toward privacy is unstoppable, and Google will eventually have to follow Apple’s model, which gives consumers full choice. 

The Opportunity 

While many will be feeling frustrated, Google’s announcement moves the market forward. The focus on delivering unparalleled customer experiences that empathize with customers in the moments that matter still holds strong. Cookies are just one small part of a much larger, ambitious journey to a privacy-centric world. In fact, there may be some advantages to cookies remaining within the (M)adTech wheelhouse, opening opportunities for increased customer experiences and measurement touch points in programmatic media.  

Whatever the future holds, we know that old ways of working are no longer applicable. 

To achieve CX transformation in the new marketing age, combining human expertise with innovative, next-generation products will be crucial. Budgets will be directed toward driving better ROI for marketing spend using all consented first-party data and contextual data available to clients. 

At Silverbullet, we are perfectly positioned to support global enterprise businesses as they step confidently into the privacy-first era.