Google abandons plan to scrap third-party cookies

In a shocking turn of events Google has scrapped its decision to abandon third-party cookies. But what does this mean? Emily and Maria, 26PMX's data gurus, share their guidance on this news. 

What is the story?

You may have seen the recent update from Google that they are pausing their plans to deprecate third-party cookies indefinitely.

In 2020, Google announced they would stop supporting third-party cookies in Chrome in an effort to improve user’s privacy while browsing the web, which inevitably, anyone working in marketing had strong opinions on. 

Over the last few years Google have been testing ways of being able to continue with efficient advertising in a post third-party cookie world through their Privacy Sandbox tool.

Their efforts through Privacy Sandbox have faced criticism, with the platform’s effectiveness being questioned. Google have produced mixed results from these tests, and, given that therelease date has been pushed back several times already, they (appear to have) failed to replicate the current advertising eco-system without third-party cookies.

Instead, Chrome will introduce a browser-level feature that allows users to set consent across their entire browsing experience. While we don’t know yet exactly what this will look like it may mean a change across other platforms you are using such as Consent Management Platforms e.g. Onetrust / Cookiebot).

What does this mean for businesses using digital marketing?  

Previously the recommended approach (employed by 26PMX) was to move to a Google Cloud Platform (GCP) based server-side tracking method. This still stands as a relevant and potentially necessary approach.

Other browsers such as Safari and Firefox have already made the move to stop supporting third-party cookies and GCP server-side still continues to be a solution to loss of visibility in platforms. For example, Meta are more significantly impacted with a higher mobile / Safari audience. 

Generally, server-side solutions have other benefits such as improved site performance and increased security.

Is there anything else to consider?

Things like ad blockers are not browser specific and may also be influencing the amount of data you are capturing. Some of these are able to fully block all tags from firing all at by completely blocking your tag management system (e.g. GTM).

For further information please contact 26PMX. Stay up to date with our social media where we regularly share team insights and relevant industry updates.