What Google's Reversal on 3rd-Party Cookies Means

In a surprise, Google announced it will not delete third-party cookies in Chrome as planned. Instead, the tech giant will launch a new Chrome feature to give users more control over their web browsing privacy.

Google's new strategy is to keep developing the Privacy Sandbox APIs to replace third-party cookies. Along with giving advertisers a break from a cookieless future, the Privacy Sandbox technologies have reportedly shown promising results: 

  • 89% recovery of advertiser spend in Google Display Ads.

  • 97% recovery of conversions per dollar in Google Display Ads.

  • 55% recovery in remarketing spend for Google Ads.

This announcement follows four years of delays in Google's plans to end third-party cookies.No timeline for the new approach has been provided. However, Google wants to avoid the problems of past delays.

Our paid search team at Eyeful Media provided insights on what this news means for digital marketers and businesses. 

Eyeful Insights: Paid Search Experts Discuss Impact of News

Kelly Pollock - Group Director, Paid Media

Advertisers need to understand that Google is putting the power in the consumers' hands and allowing them to choose how they are tracked online. While Chrome is not depreciating  cookies, our ability to advertise using third-party data will still be impacted. Google will introduce a “new experience” in Chrome that will allow users to make informed choices about their web browsing privacy.

Tim Wychoki - Associate Director, Paid Media

First-party data is very important and will future-proof marketing efforts. At the end of the day, Google sunsetting cookies was just one piece (albeit a big piece) of the data puzzle. We still have to combat Apple's App Tracking Transparency, Safari's ITP, other browsers and devices blocking/limiting data pass back, etc. Also, more states are putting into law data privacy measures, and most likely will only become more strict.

Tim Daloisio - Sr. Director, Strategy

While the 'second wind' for the third-party cookie is a sigh of relief for many advertisers, marketers should continue to invest in first-party data capabilities. Improving on the existing third-party cookie landscape buys marketers more time, but first-party data is exponentially more future-proof as a foundation for your marketing efforts.

Jordan Coon - Senior Manager, Paid Media
The reversal by Google and ongoing presence of third-party cookies in Chrome allows us as advertisers to refine tactics while preparing for a more privacy-focused future. While a welcome respite, this remains a critical period - marketers should seize this opportunity to adapt and evolve.

Antonella P.