Google’s plan to deprecate third-party cookies comes to an alternative end
Google announced that its long-anticipated and continuously-delayed plan to deprecate third-party cookies from Chrome has come to a halt.
The news has gained varying reactions from the industry, but Scale views this as a net-positive. We have worked with and pushed our partners in the midst of privacy changes to ensure we have access to the best alternative IDs and technology on behalf of our clients.
Third-party cookies, while important, are not a viable source for tracking, targeting, and measurement on their own. A diversified approach to identity and targeting ensures your business is set up for success, whatever the future may bring. Less dependence on third-party cookies should still be a priority.
While Google may not be deprecating cookies fully, it plans to follow suit with concerns of privacy. Chrome is offering users the opportunity to opt out of cookie tracking. The exact date of this new opt out feature is still unknown, but we can expect there to be large data loss due to consumers wanting a more privacy-forward browsing experience.
What does this mean for your business?
First-party data is still important. First-party data should still be an integral part of your advertising strategy. Having access to clean data for audience targeting, suppression, and more will continue to be a priority.
Diversifying is still key. Cookies and other identifiers are still under scrutiny for not being privacy-centric. Advertisers would be wise to continue to diversify their ID and data solutions to ensure they are future-proofed for inevitable changes to come.
Data loss is still to be expected. While Google will not force the removal of third-party cookies, they do plan to give users the option to opt-out. We can expect signal loss when that time comes, which only strengthens the two points above.
It is likely more announcements will unfold in the coming weeks and months on these changes. Scale will continue to update on the news and insights as we learn more.
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