Third-Party Cookies Are Here to Stay: Google’s Sweet Decision and What It Means for You.

As you may have heard at the start of this week, Google has decided not to remove third-party cookies from Chrome but rather retain them. They planned on removing 3rd party data because data privacy laws often restrict its use, and the methods used to collect it don’t align with consumers’ increasing expectations for privacy. The death of cookies was likely to change digital marketing as we know it.

In February, the IAB Tech Lab, a nonprofit digital advertising consortium, released a 106-page gap analysis that indicated that transitioning from third-party cookies to Google’s Privacy Sandbox would substantially hinder most current forms of digital advertising.

Without third-party cookies, we were preparing to lose valuable data about our clients’ target audiences, including demographic information and browsing habits. Meaning our clients could potentially experience serious losses in revenue without an alternative.

So, suddenly, Google decided to change the recipe. But just when everybody was bracing for a new flavour, they turned around and said, “Never mind, we’re going back to the classic!” So, what does this all mean for us and our clients?

Good news first: the cookie jar stays full.

This means we can track user activity for our clients. Yes, those tiny, pretty much invisible cookies will still help us optimise PPC, SEO, and Analytics efforts. It’s about the same trusted cookies that help us understand user behaviour, track conversions, and optimise ad targeting. It is like having your cake and eating it too, or in this case, your cookies.

Privacy alert: one-time prompt.

Now, Google isn’t just handing out cookies without any regard for privacy. They rolled out a one-time setting where users can set their privacy settings across all Google services. Users can opt out of tracking, enjoying their cookie-less browsing experience without feeling they’re being followed.

Possible crumbs in the bed.

If many users opt for the one-time prompt privacy alert, this could harm our data. We may no longer be able to see specific demographics and behaviours, which could, in turn, impact campaign performance and ROI. So, leveraging Consent Mode is really important.

How Wyatt will continue to help our clients.

We’ll continue to keep you updated on the changes and what that means for you. Not all our eggs – or, rather, cookies, will be in one basket. We are opting for diversified digital marketing strategies, multichannel campaigns, first-party data and context-based advertising to ensure campaigns won’t lose any steam if the cookies go missing. As always, our client campaigns will continually be monitored, and strategies will be adjusted according to the latest trends, rules and regulations.

Looking ahead.

This is a relief and a reminder that Google will continue allowing third-party cookies. In the near term, they intend to continue improving Google Privacy Sandbox technologies in the next few months. So, while we’re celebrating the fact that cookies will still be available, we’re keeping an eye on the oven in case anything new pops out.

In this fast-moving world of digital marketing, we have to be ready to change with the wind. With Google’s decision, we stand on a good footing but need to be aware of more. At Wyatt International, we believe in helping our clients and their campaigns not only survive but thrive in this unpredictable landscape. We certainly won’t crumble under pressure.