By Darcy Cooke, Measurement Analyst
2024 opened with big news for us analytics buffs: Google planned to action its long expected phaseout of third-party cookies.
Cue months of preparation by publishers, advertisers, and everyone involved in online advertising.
Today I’m sitting with the news that the third party cookie phaseout will no longer go ahead, which, although some corners of the internet have claimed they expected this, I have to admit has had me scratching my head. I dived into some research to work out what is behind the move, and how it might impact marketers, and I wanted to share my thoughts with you. One thing that stands out is that it could be poignant moment to rethink your approach to data and the platforms you rely on.
Let me know how you’re feeling about it all on LinkedIn!
A new approach
From the research I’ve done, it seems Google essentially wants to introduce a new approach – which is less complex but gives users more control.
Anthony Chavez, Google’s VP of Privacy Sandbox, explains the change: “Instead of deprecating third-party cookies, we 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.” (source: The Drum)
It is interesting to see how this new approach will still aim to enhance user privacy while preserving advertising effectiveness. Here at team Launch we’ll be watching with interest to see how this will work and whether it’s a simple as Google suggests it will be.
The fine balance
To me, it sounds like Google is struggling with balancing user privacy with the needs of the ad industry.
Those advertisers and brands which have been slower to adapt to this change and have continued utilising third party cookies are likely to feel relieved about this u-turn. Personally, I have to admit to feeling a bit shaken that changes like this can come about so freely. Advertisers (and us here at Launch) and businesses have invested a lot of time, money and resource in preparing for a cookieless future.
So, overall I’m anticipating mixed feelings for this U-turn. However, it does seem to be a change which will provide more security for revenue streams and ads.
A new approach to customer data
One benefit to the proposed cookie phaseout is how it’s helped us identify non cookie-based solutions which are working well for our clients whilst ensuring compliance with data privacy laws, such as Converge.
With user behaviour changing, and search evolving, marketers need to be moving beyond traditional cookie-based metrics anyway if they want to gain a true understanding of customer journeys and how to fulfil customer need.
Next steps
Here at Launch, the data team will be watching eagle-eyed for any updates. We have a plan in place to understand the impact of these changes for our clients and we’re in the process of rolling it out, making sure all our client have the best data solution possible. We’re also offering specialist data consultancy for those who want to understand more about how this might impact their measurement capabilities. Be sure to get in touch if you’d like to discuss this with one of our team.
Any questions?
If there’s any the data team can help with, get in touch! Now, we’re off to update a few blog posts about a cookieless future…..
