July 24, 2024
This surprising reversal has sparked significant debate, with many wondering how Google will keep up with its cookie-less competitors – Apple and Mozilla waved goodbye to cookies in 2017 and 2019, respectively.
But why has Google ditched its four-year effort to eliminate cookies? What does this mean for users and marketers? And will we ever see a completely cookie-free Chrome?
Before we dig into the reasons behind—and the implications of—this decision, let’s take a look at Google’s announcement.
This update was delivered by Anthony Chavez, Vice President of Privacy Sandbox, who outlined the company’s revised approach in a blog post. He began by discussing the initiative’s overarching purpose: to enhance user privacy without dismantling their current ad-supported model. He stated that:
“We developed the Privacy Sandbox with the goal of finding innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet that supports a vibrant ecosystem of publishers, connects businesses with customers, and offers all of us free access to a wide range of content.”
Chavez emphasised that feedback has been encouraging, proving that “the Privacy Sandbox APIs have the potential to achieve these outcomes.” However, the announcement also acknowledged ongoing challenges:
“At the same time, we recognise this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising.”
Instead of sunsetting third-party cookies, Chavez revealed that the company would introduce new user controls:
“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.”
Google’s decision to abandon the phase-out of third-party cookies stems from a combination of delays, challenges and regulatory feedback. This unexpected update reveals the company’s ongoing struggle: how to safeguard user privacy while keeping advertisers happy.
It’s an ongoing conundrum that has resulted in mixed feedback and led regulatory bodies to express their concerns. This includes the UK’s Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO).
While Chavez stated that the company would continue to work with regulators, both the CMA and the ICO were quick to respond to Google’s new stance. The CMA released a statement, which read:
“We intervened and put in place commitments in 2022 because of concerns that Google’s Privacy Sandbox proposals could distort competition by causing advertising spend to become even more concentrated on Google’s ecosystem at the expense of its competitors. We will need to carefully consider Google’s new approach to Privacy Sandbox, working closely with the ICO in this regard, and welcome views on Google’s revised approach – including possible implications for consumers and market outcomes.”
Similarly, ICO deputy commissioner, Stephen Bonner, also issued a response:
“We are disappointed that Google has changed its plans and no longer intends to deprecate third-party cookies from the Chrome Browser.
“From the start of Google’s Sandbox project in 2019, it has been our view that blocking third-party cookies would be a positive step for consumers.
“The new plan set out by Google is a significant change and we will reflect on this new course of action when more detail is available.”
Aside from regulators, Google has faced pressure from those within the digital marketing sector. In particular, advertisers have questioned if the lack of individual tracking would limit their ability to deliver effective ad campaigns.
After all, as the ‘cookiepocalypse’ loomed ever closer, advertisers began to prepare for this change (many spent years doing so). They invested countless hours pivoting away from third-party data, adopting cookieless attribution and leaning on first-party data. As a result, this decision has taken many SEO experts by surprise.
Google’s journey towards eliminating third-party cookies began in 2019. This was the year that the company launched Privacy Sandbox, an initiative that ‘aims to create technologies that both protect people’s privacy online and give companies and developers tools to build thriving digital businesses.’
Their core aims involve reducing tracking across websites and apps, ensuring that online content remains free and accessible for all users, and the strategic phasing out of third-party cookies.
In January 2020, Google revealed their phased, two-year strategy for scrapping cookies. However, it soon became clear that this timeline was woefully insufficient. As a result, Google extended their plans.
By late 2023, it was apparent that the tech giant was facing ongoing issues. Still, the company ploughed on. This included launching a trial that removed third-party cookies for 1% of Chrome users.
A few months later, regulatory concerns led to Google delaying plans for a third time. Finally, in July 2024, Google halted their cookie deprecation and announced their new user-led controls.
With the sunsetting of cookies no longer imminent, Google is introducing additional privacy controls for users. The biggest change comes in the form of a new user-choice prompt. This prompt will expand third-party cookie controls, enabling users to set their cookie-related preferences and take charge of their browsing experience.
Additionally, Google is set to introduce more robust privacy controls. This includes rolling out IP protection in Chrome’s Incognito mode. This feature aims to prevent IP addresses from being used as identifiers, thereby safeguarding user data and enhancing anonymity during private browsing sessions.
It’s important to note that Google is yet to release a timeline for these changes. The rollout of these additional controls will depend on a range of factors, including consultations with regulators like the CMA and ICO.
It’s safe to say that Google’s plan to scrap third-party cookies has been a protracted process. Despite this, the company’s reversal has taken many by surprise.
In our opinion, the interim measures that have been announced are a stopgap. They temporarily improve user control, allow Google to explore further solutions, and provide advertisers with more time to adjust their strategies. However, the final destination remains the same: a user-centred approach that protects privacy and safeguards data.
As Google pivots away from the immediate removal of third-party cookies, marketers and website owners must remain proactive. This is the time to monitor announcements and prepare your business for these eventual—and inevitable—changes. This includes improving first-party data collection.
That’s where we can assist. Here at Another Concept, our digital marketing experts can help you to navigate these changes and ensure your website is ready for a cookie-free future. Get in touch with our team today to find out how we can help you set up your Google Analytics, harness new data sources and strengthen your online presence.
