Google has announced that it won't phase out third-party cookies in Chrome, leaving ad executives wondering if they can finally stop worrying. The unexpected pivot, revealed yesterday, surprised many—not because they trusted Google's cookie deprecation plan, but because Google had repeatedly promised it would happen despite multiple delays.
Since 2020, there have been three delays, each one making the timeline for removing cookies more uncertain, fueling growing skepticism among ad execs. Google attempted to ease concerns with grants and meetings with its Privacy Sandbox development team, but these efforts often felt inadequate to truly alleviate anxiety.
Recently, publishers and ad tech executives voiced concerns over Google's Privacy Sandbox alternatives, with agencies even ceasing to push for scaled trials. Somewhere along the way, Google's plan for life after third-party cookies got lost in transition. Instead, Google seems to be adopting a strategy similar to Apple's to eliminate third-party tracking, based on the limited information shared so far.
In a Monday blog post, Anthony Chavez, VP of the Privacy Sandbox, announced a new Chrome feature allowing users to make and adjust informed choices about their web browsing. However, details are sparse, leaving the ad industry underwhelmed and skeptical.
Ruben Schreurs, chief strategy officer at Ebiquity, expressed skepticism, stating, “Whilst it sounds interesting on paper, the notion of giving consumers a single broad consent control that applies to all third-party trackers across their entire web browsing experience simply does not comply with current regulations and definitions around informed specific consent.”
This plan hinges on regulatory approval, a challenging process exemplified by Google’s ongoing work with the U.K.’s Competition and Markets Authority. Even with approval, Schreurs notes that user control over third-party cookie tracking would need to be opt-in, likely leading to a significant decline in their use, similar to Apple’s 2021 initiative.
Loch Rose, chief analytics officer at Epsilon, remarked, “The bottom line is that Google has decided to take a different path: instead of forcibly opting users out, they will ask for their consent, and as a strong supporter of user choice and user privacy, I welcome that approach,” Despite these differing views, the ad industry remains wary, awaiting more detailed information on how Google’s new feature will function and its potential impact.
Regardless of how this approach unfolds, third-party cookies are nearing their end. The ad industry can take comfort in knowing their preparations for a cookie-less future haven’t been in vain, despite Google's recent decision.
“Innovation and work here doesn’t punish us,” said Justin Wohl, CRO of Snopes and TV Tropes. “We’ll still get the upside of the cookie-enabled users … while also not experiencing as low of a low on [non-cookied browsers like Safari and Firefox].”
Publishers who have tested and implemented cookie-less alternatives can rest easy, knowing they stand to benefit in the long run.
Grant Parker, president of Flashtalking by Mediaocean, acknowledges this sentiment.
“A lot of the good work that was done to prepare for the cookie-less future will continue to apply to omnichannel advertising,” Parker said. “With the emergence of social media, CTV and other cookie-less channels, advertisers were already adapting to working in a multi-ID, multi-signal environment, and Google’s change of plans won’t change this basic reality.”
As the future remains uncertain, discussions will focus on the past, reflecting on the cycle of deadlines and extensions over the last four years. Some ad execs have even speculated that Google’s Privacy Sandbox might never work.
The recent speculation now seems more justified. Perhaps execs should have anticipated this sooner. Jason Bier, chief privacy officer at Adstra, did. In February, he wrote an article in AdExchanger predicting Google wouldn't eliminate third-party cookies in Chrome due to mounting pressure from regulators, lawmakers, and the ad industry.
Execs like Bier argue that Google’s plan to eliminate third-party addressability in its browser was caught between appeasing privacy advocates and maintaining ad performance and revenue. It was an unavoidable clash that ultimately wasted time and money better spent on other issues.
“While this doesn’t present absolute closure that there will be a new privacy roadmap for Chrome, I’m encouraged by the bold move here,” said Mark McEachran, VP of product management at ad tech vendor Yieldmo. “At the very least, this all but likely gives an air of much-needed certainty on how the industry can adapt and move forward without concerns about the unknown."
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