What Google’s Announcement Actually Means.
Google’s announcement is exactly the wakeup call the industry needs to highlight several key facts as we transform to a consumer friendly internet.
On June 24th 2021, Google announced it was delaying its self-imposed timeline to drop support for third-party tracking cookies (3P cookies) from 2022 to 2023. This change has caused confusion among advertisers and technology players around the world. However the underlying trends that initially drove 3P cookies to their demise are as stronger than ever.
As Vinay Goel, Director of Privacy Engineering at Chrome stated that “We need to move at a responsible pace. This will allow sufficient time for public discussion on the right solutions, continued engagement with regulators, and for publishers and the advertising industry to migrate their services.”
So let’s review some critical details of what has – and still is – happening in the industry:
- The only change that was announced was the timing, which means that Google is still deprecating cookies. As Google’s Director of Privacy states, the pause in deprecating cookies until 2023 is a result of pressure from the industry, expressing the need for more “time to evaluate the new technologies, gather feedback and iterate to ensure they meet our goals for both privacy and performance.”
- Consumer sentiment has not changed so the underlying force is still in play.
- Regulations including GDPR, CCPA and a handful of other guidelines are already enacted to protect the rights of the consumers. Additionally, there are hundreds of regulations being evaluated to change the way the industry treats consumer data.
- While Google is slowing their rollout, several major players are not. Apple and Firefox maintain large browser market shares and have both dropped 3P cookie tracking. The percentages in the US alone, speak for themselves.
US stats:
Browser Market Share | Desktop | Mobile | Tablet |
Chrome | 50% | 39% | 32% |
Safari and Firefox | 40% | 55% | 45% |