Google’s Not Killing Third-Party Cookies After All: Now What?

In a less-than-surprising move, Google has decided to delay the deprecation of third-party cookies in its Chrome browser—a decision that will have significant impact on the digital marketing and advertising industry. Since 2019, businesses have been preparing for a cookie-less future, anticipating the end of third-party cookies as the cornerstone of digital marketing. Now, over four years later, this reversal raises a critical question: what does this mean for the future of digital marketing?

While some in the industry might breathe a sigh of relief, it’s crucial not to view this as an opportunity to revert to old habits. The marketing world has been moving beyond third-party cookies for a reason, and this delay shouldn’t derail your progress. 

Here are three things to keep in mind as you navigate this latest twist in the cookie saga:

1. Keep First-Party Data at the Top of Your List

The importance of first-party data cannot be overstated. Unlike third-party cookies, first-party data is directly collected from your audience, making it more accurate, reliable, and relevant. Investing in first-party data enables businesses to create more personalized and targeted marketing strategies, leading to stronger customer engagement and loyalty. Companies should continue to build and refine their first-party data collection processes, as this will be the backbone of successful digital marketing efforts in the years to come.

2. The Value of Third-Party Cookies Will Continue to Decline

Even though Google has decided not to entirely phase out third-party cookies just yet, it’s important to recognize that their effectiveness is already waning. Google is still working on improving its consent mechanisms, giving users more control over whether they accept cookies or not. 

The trend towards user privacy and data protection, as seen with Apple’s iOS 14.5 App Tracking Transparency (ATT) feature, will likely continue to impact the effectiveness of third-party cookies. With only 4% to 13% of users opting in to tracking on iOS, and around 40% of Chrome users already opting out of cookie tracking, the writing is on the wall: the value of third-party cookies is diminishing, and businesses need to prepare for a future where they play a much smaller role.

3. Prepare for the Ongoing Evolution of Data Privacy

Google’s decision to hit pause on cookie deprecation doesn’t mean we’re in the clear. The digital landscape is always shifting, and data privacy is only going to become more important. Make sure you’re keeping a close eye on your web traffic—know which browsers your users are coming from and how they’re interacting with your site. This kind of insight will help you make smarter, more strategic decisions as the cookie debate continues to evolve.

The Bottom Line

Google’s decision to delay the end of third-party cookies may have bought some time, but it should not deter businesses from continuing their efforts to innovate and adapt. By prioritizing first-party data, recognizing the declining value of third-party cookies, and staying prepared for future changes in data privacy, companies can ensure they remain ahead of the curve in an increasingly complex digital marketing environment.

Should you need any support throughout this process – give the Dig & Dig team a shout and we’d be happy to advise.