In aim of addressing the needs of users, publishers, and advertisers, back in 2020, Google announced they had plans to end third-party cookie tracking. For those of you who are unaware, a tracking cookie is a small piece of code that goes on the back end of a website (naked to the user's eye). It is stored within the website and tracks users activity as they search around multiple sites.
As advertisers, it essentially helped us to learn more about consumer behaviours and preferences, and meant we could track a user's internet activity. This would help us create tailored and effective advertising campaigns that wold benefit all concerned. The reason Google made this decision was to protect user's privacy and data while enhancing their control.
What was the plan?
After Google announced the initial plan to phase out third-party cookie tracking, they introduced an initial solution which was 'Privacy Sandbox'. This platform created new web standards and safer alternatives by protecting user's privacy online, while encouraging companies to adopt new technologies.
Evidently, this initiative reduced the limitations for advertisers, as it was made significantly more difficult to track user behaviour across web domains and cross-app tracking.
"In light of this, we are proposing an updated approach that elevates user choice. 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. We're discussing this new path with regulators, and will engage with the industry as we roll this out." - Anthony Chavez, VP, Privacy Sandbox.
So what's changed?
Well... this week, hundred's of advertisers heard the news that Google confirmed it will no longer be phasing out third-party cookies in Chrome. Sorry supermarkets, you would have seen a massive drop in your search term report this week, as people aren't searching for Maryland Cookies, but instead trying to find out what Google has said.
From our research, they have proposed an 'updated approach', that claims their solution to third-party cookies will introduce a new experience in Chrome, that will give user's the full freedom to make an 'informed choice' about their browsing session. Keeping in mind that a user will be able to adjust their choice at any given time!
However, marketers are still being warned to keep on top of these announcements from Google and to think about other ways that they can target their audiences for clients and measure success.
We'll likely hear more from Google in the coming months, so stay tuned.
