Third-Party Cookies Support Stays, Says Google. Users Control the Experience.

Google has announced that it’s no longer planning to remove third-party cookies support in Chrome after four years of preparation. Instead, the tech giant is shifting towards a model that gives users more direct control over their privacy. 

Table of Contents:

1. What is Third-Party Cookie Support?
2. Privacy-First Digital Marketing
3. The New Privacy Landscape: What It Means for Marketers
   • Embracing First-Party Data
   • Building Trust Through Consent Management
   • Privacy by Design: A New Approach
4. Navigating the Path Forward: What To Do Next
   • Investing in First-Party Data
   • Focusing on Data Quality Over Quantity
   • Enhancing Data Management and Governance Practices
   • Exploring Alternative Targeting Strategies
5. Time to Recalibrate

What is Third-Party Cookie Support?

Third-party cookie support refers to the ability of web browsers (Google) to accept and store cookies from websites other than the one currently being visited. These cookies are primarily used for tracking and advertising purposes, allowing advertisers to deliver targeted ads based on a user’s browsing history across multiple websites.

Privacy-first Digital Marketing

The decision to remove third-party cookies support marks a significant milestone in the ongoing debate about online privacy and digital advertising. Since the start of 2020 when Google first announced the upcoming depreciation of third-party cookies, marketers and their partners have been preparing for the change by focusing on first-party data collection and testing Google’s proposed solutions. Since Google’s announcement it has shifted the proposed deadline and technical solutions multiple times over the last 4 years in an attempt to thread the needle between privacy, regulators, and advertising effectiveness

Then in July of 2024,Google backtracked on their plan.According to Google’s VP of Privacy Sandbox,Google

“…would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”

While Google and the industry remain committed to a privacy-centric, ad-supported internet, there were substantial regulatory and industry barriers to moving forward with their proposal to eliminate support for 3rd party cookies.

Google’s initial plan to eliminate third-party cookie support was met with controversy from the start. The company found itself in a challenging position, trying to balance consumer privacy concerns with accusations of anti-competitive behavior. Regulators and ad tech providers worried that Google’s proposed solutions would limit advertising outside of Google while giving its own advertising services an unfair advantage.

So what does that mean for marketers and businesses still using third-party cookies?

Let’s explore.

The Current Privacy-First Internet Experience

Despite the recent announcement, it’s crucial to recognize that we’re already operating in a privacy-first world:

• Over 40% of the U.S. population will be covered by various state privacy regulations 
• More than 30% of browsing behavior occurs on browsers like Safari & Firefox, which already block third-party cookies

The New Privacy Landscape: What It Means for Marketers

1. Embracing First-Party Data Collection

As a performance marketing agency, we’ve always focused on leveraging first-party data collection – information gathered directly from your audience. This approach offers several advantages:

• Holistic Performance Management: Create/align on a single source of truth for measuring sales and marketing efforts. Align marketing measurement and optimization around the source of truth, even if it’s imperfect. Invest in multiple measurement methods to augment insights and optimize your investments. 
• Business-Outcome Focus: Align marketing with sales to drive high-quality prospects and measure their journey from interest to revenue. 
• Enhanced Targeting Through 1st Party-data: Use techniques such as lead scoring to identify high-value conversions – provide the signal to ad platforms to enable improved targeting and performance.

2. Building Trust Through Consent Management

In this new era, building and maintaining trust with your prospects and customers is paramount. Implementing robust consent management practices is critical to unlocking the insights and analytics enabled by data as well as potentially complying and collaborating with Google’s experience of putting privacy controls into the hands of users.

3. Privacy by Design

As regulations continue to evolve, businesses must adopt privacy-by-design approaches. This means:

• Offering users control over how their data is collected and used 
• Implementing the right controls and processes to address regulations 
• Building trust with users through transparent data practices

Navigating the Path Forward – What To Do Next

1. Invest in First-Party Data Collection

Businesses (and those marketing for them) must create a value exchange with prospects. By building direct relationships and understanding their needs, you can improve your marketing strategy and provide superior products or services.

2. Focus on Data Quality Over Quantity

With the shift away from third-party cookies support, the quality of your data becomes even more crucial. Ensure you’re collecting meaningful, actionable data that can drive real business outcomes.

3. Enhance Your Data Management and Governance Practices

Implement robust data management systems and governance policies to ensure compliance with evolving regulations and maintain user trust.

4. Explore Alternative Targeting Strategies

Look into contextual advertising, cohort-based targeting, and other privacy-friendly methods to reach your audience effectively.

Time to Recalibrate

While Google’s decision not to phase out third-party cookie support may still seem disruptive, (it feels like we can’t plan ahead can we), it’s an opportunity for marketers to refine their approach to data collection and usage.

By focusing on first-party data collection, building trust with users, and adopting privacy-first practices, businesses can not only comply with regulations but also create more meaningful, effective marketing strategies.

The future of digital marketing lies in creating value for users while respecting their privacy. As we navigate this new landscape, those who prioritize user trust and data quality will be best positioned for success in the era of privacy-first digital marketing.