After years of back-and-forth on the idea, Google is abandoning its efforts to remove third-party cookies from Chrome. In an announcement on July 22nd 2024, the search giant stated that it will maintain third-party cookie functionality for users who choose not to disable them. To ensure user privacy while maintaining the efficacy of digital advertising, Google is set to implement a new one-time prompt, giving users the power to configure privacy settings that will be consistent across Google’s browsing platforms.
This development is not a huge
shock to close observers of Google. In Forrester’s Marketing Survey, 2024 (undertaken before Google’s announcement) over 60% of marketers said that they did not believe Google would deprecate the third-party cookie. Put simply, Google is too dependent on this form of tracking to remove it without a reliable alternative in place.
Nonetheless, marketers should not expect the industry to revert to “business as usual”. Although Google is stopping short of removing third-party cookies middle east mobile number list altogether, the industry is still headed for a future of significantly reduced dependence on this form of tracking. This announcement buys marketers more time to assess alternatives, but brands are still unsure of what will replace third-party cookies in the long run.
Google had announced in
2020 that it would join Apple and Mozilla in phasing out third-party cookies in its web browser by 2022. Between them, Google Chrome (65%), Apple Safari (18%), and Mozilla Firefox (3%) take up 86% of the global browser market. In August 2024, a US judge ruled that Google’s monopoly in the search engine market is “illegal”, and Chrome’s dominant position data untuk pertumbuhan – lakukan 10 petua ini helps to maintain Google as the number one destination for search. Google also pays Apple and Mozilla “billions of dollars annually” to be the default search engine on their respective browsers.
Apple and Mozilla have already implemented their cookie clampdown, but Google has given itself more time to make the gradual transition. This creates uncertainty for marketers, who will need to adjust their data strategies to prepare for a future of less dependence on third-party tracking.
To put Google’s new approach to cookies into context, we will analyze the following:
- What are cookies anyway?
- What is changing with cookies, and why?
- What comes next for cookies?
- How should marketers prepare?
What are cookies anyway?
Cookies help businesses perform a wide variet usa ceo ctions online. These small packets of data were first used in the 1990s as a way for sites to ‘remember’ which items a user had added to their shopping cart. Soon, their use expanded to include authentication of login status, tracking users across different websites, and storing a user’s browsing history.
In short, cookies are a reliable means of passing on information about the online behaviors of individuals. And somewhere along the way, the balance has tipped away from their reliability and towards the invasion of privacy that cookies can enable.
There are many different types of cookie. The two most important types are first-party and third-party cookies.
