Google Surprises: Third-Party Cookies remain
Turning the marketing world upside down, Google recently announced that third-party cookies will not be phased out for the time being, as previously planned. This change comes as a surprise, especially after Google had previously announced that the third-party cookie phase-out had been delayed until 2025.
Now Google has decided not to make this change at all. But what does this mean and what impact will it have on your marketing strategy? You’ll read about it in this blog!
What are Third-Party Cookies?
Third-party cookies are small data stored on your device by external websites. They track your online behaviour and are used to show targeted ads. Think of the products you keep seeing everywhere after viewing them once in a webshop.
Google's initial plans and policy change
Google had originally planned to remove third-party cookies by the end of 2023 as part of their Privacy Sandbox initiative, which was designed to improve user privacy. However, early this year, Google announced that the cookie phase-out was delayed until 2025. But on a recent Monday night, the news came: Google has decided not to phase out third-party cookies at all. Instead, Google will introduce a new experience in Chrome, where users can decide how to handle tracking in their web browser settings.
This sudden change was partly prompted by concerns from advertisers, who fear their ads will be less effective without third-party cookies. Google is also in talks with various regulators to ensure that their new approach complies with European legislation, which requires users to explicitly consent to the storage of cookies.
How to proceed now?
Although Google retains third-party cookies, this does not mean that the discussion on privacy and tracking stops. European legislation continues to impose strict requirements on the use of cookies, and companies must comply with them to avoid fines. At the same time, Google is still developing the Privacy Sandbox, an alternative to third-party cookies that should be more privacy-friendly.
But what does this mean for you?
As an advertiser, you do not need to panic about cookies disappearing for now. Still, it is important to adapt your marketing strategy to the changing regulations and increasing focus on privacy. Here are some steps you can consider:
Step 1. Invest in First-Party data
Collect and use data that comes directly from your customers. This will make you less dependent on third-party cookies and meet privacy requirements.
Step 2. Comply with the AP's guidelines
Make sure your cookie banners and consent methods comply with the Personal Data Authority’s guidelines to avoid fines.
Step 3. Explore alternative tracking methods
Explore new ways to track user behavior and personalize ads, such as contextual targeting and methods based on user groups.
The future
It looks like Google is sticking to existing technology for now, while they work on new privacy controls. For advertisers, this means there will be no drastic changes for now, but there is a clear shift towards more user control.
Stay on top of developments and proactively adapt your strategy. It is wise to invest in techniques that make you less dependent on cookies, such as first-party data and server-side tracking. This will make your marketing strategy more future-proof, whether or not Google decides to phase out third-party cookies in the end.
Do you need help to future-proof your marketing strategy? Do you want to discover what forms and techniques around tracking are needed for you as an entrepreneur? At Adverge, we are happy to help you with this.
Ready for (extra) success?
If you choose Adverge, then you choose expertise. Our team consists only of specialists, not generalists. Remote working is our standard. The benefits of our approach are clear: less overhead, allowing us to offer our talented employees better salaries, and resulting in less turnover and satisfied clients. Choosing Adverge means embracing a new approach to marketing, where we are determined to challenge the norm and deliver exceptional results for our clients.
Google Ads for your webshop: request a free audit
Are you ready to get started with your Google Ads account strategy to make your webshop (even) more successful? Adverge’s senior Google Ads specialists will take a no-obligation look with you. Request a free audit and boost the growth of your e-commerce business!
©2023 All rights reserved ADVERGE
