What are third-party cookies?
Before we delve into Google’s decision, it’s important to understand what third-party cookies are. These cookies are placed by a party other than the website you are visiting. They are primarily used for tracking and advertising purposes, allowing advertisers to show targeted ads based on your browsing behavior.
Google’s original plans
Google had previously announced that they would phase out third-party cookies in Chrome by 2025. This was in response to growing privacy concerns and increasing regulations around data collection. Browsers like Safari and Firefox had already taken steps to block third-party cookies, putting pressure on Google to offer a more privacy-friendly alternative as well.
Why is Google reversing its decision?
There are several reasons why Google has decided to keep third-party cookies for now:
- Advertiser feedback: Many advertisers are concerned about the effectiveness of their ads without third-party cookies. They fear it will be more difficult to reach their target audience and measure campaign results.
- Technical challenges: Developing an alternative that is as effective as third-party cookies has proven to be challenging. Google has been working on the Privacy Sandbox since 2019, an initiative that aims to provide a more privacy-friendly alternative. Although initial tests were positive, there are still too many technical obstacles and doubts from publishers and advertisers.
- Regulations: European legislation requires users to give explicit consent for storing cookies. Google is in talks with regulators such as the UK’s Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO) about their new plans.
What does this mean for you?
For you as a user, this means that you will continue to encounter third-party cookies when using Chrome. This means your browsing behavior can still be tracked by advertisers, who use this information to show targeted ads.
However, Google has announced that they want to give users more control over their privacy settings. This means that as a user, you can make an informed choice about tracking your data and adjust these preferences at any time.
The future of the Privacy Sandbox
While Google has decided to keep third-party cookies for now, this does not mean the development of the Privacy Sandbox is stopping. On the contrary, Google continues to work on this initiative and will add extra privacy controls, such as IP protection in Chrome’s incognito mode.
Anthony Chavez, vice president of the Privacy Sandbox, emphasizes that this sandbox remains crucial in improving online privacy while allowing the internet to continue relying on ads. However, the official launch of the Privacy Sandbox will be postponed until it is ready for large-scale rollout.
Implications for advertisers and marketers
Google’s decision to keep third-party cookies for now gives advertisers and marketers more time to adjust. However, it is important not to sit still. Here are some steps you can take as an advertiser or marketer:
- Invest in first-party data: Collect data directly from your users, for example, through your own websites and apps. This reduces reliance on third-party cookies.
- Server-side tagging: This offers a safer and more efficient alternative for tracking user behavior, with control over data remaining with you as the advertiser.
- Contextual targeting: This involves showing ads based on the content of the page rather than user behavior. This is a more privacy-friendly alternative that still allows for relevant ads.
Conclusion
Google’s decision to keep third-party cookies for now presents both challenges and opportunities. For users, this means their browsing behavior can still be tracked for now, but they will have more control over their privacy settings. For advertisers and marketers, this provides more time to prepare for a future without third-party cookies by investing in alternative data collection methods and privacy-friendly advertising techniques.
It is clear that the discussion about online privacy and data collection is far from over. So stay alert to further developments and prepare for the changes that are sure to come.
