For years, third-party cookies have been the pillar on which media agencies and advertisers built their targeting and personalisation strategies. They allowed us to reach the right user, at the right time, with the most relevant message. But growing privacy concerns have changed the rules of the game. Users are increasingly attentive to how their data is used, and this has forced the industry to rethink how personal information is collected and managed.
Google’s change: What happened to the removal of third-party cookies and the famous ‘cookieless’?
In 2020, Google surprised us all with the announcement that it would phase out third-party cookies in Chrome, marking 2023-2024 as the deadline for this change. However, after delays and industry debates, Google adjusted its strategy. Instead of a total phase-out, it opted for a more moderate solution: Privacy Sandbox, as announced to us a few weeks ago.
Privacy Sandbox does not completely eliminate tracking, but it does restructure it. It proposes technologies that allow personalised advertising to continue to be displayed without the need to track individual users. Instead, they will be grouped into cohorts based on common interests. It also limits tracking in incognito or private mode, giving the user a greater sense of control.
Why has Google decided to make this change now?
There are several reasons behind this decision. First, regulatory pressure is undeniable. The General Data Protection Regulation (GDPR) in Europe and other privacy laws require companies to be more responsible with the data they collect. Aggressive’ tracking practices have been in the spotlight and increasingly informed users are demanding more transparency and control over their information.
In addition, third-party cookie-based technology is no longer as efficient as it used to be. Problems such as ad fraud and bot traffic have undermined its effectiveness. Browsers such as Safari and Firefox have long since removed support for third-party cookies, forcing Google to adapt. However, due to its dependence on advertising revenue, Google has been more careful in its transition.
So what are the implications for agencies and advertisers?
This new landscape is forcing advertisers to be more creative. The key now is to leverage first-party data more effectively and develop strategies based on contextual targeting. Although individual profiling is shrinking, working with cohorts of users with similar interests opens up new opportunities to create more relevant campaigns.
For media agencies, the challenge is even greater. We must not only adapt our strategies, but also educate our clients about these changes. It will be essential to invest in technologies that allow us to better manage and analyse our own data. In addition, transparency will be crucial: users will want to know what is being done with their information, and brands need to be clear and honest about this in order to build stronger and more lasting relationships with their audiences.
Another aspect to consider will be the reorganisation of media buying. The Privacy Sandbox ecosystem will change the way we measure the performance of our campaigns, and new ways of optimising ad spend will need to be explored. Let’s not forget that other industry giants such as Meta have long been suggesting the use of the Conversions API instead of conversion pixels. This cookieless approach has been in the works for some time with other industry players, with positive results for brands and their campaigns.
The road to more ethical and effective advertising
Although the total elimination of third party cookies has been delayed, this process has already left a mark on the industry. Brands and agencies that adapt to this new privacy environment will be better positioned for the future. User trust will be more important than ever, and companies that embrace transparency and respect for personal data will stand out in an increasingly competitive market.
In the long term, this change can be positive. After all, a relationship based on trust is more valuable than any invasive tracking tactic. There are already a number of solutions on the market that are delivering good results without the reliance on cookies. While the transition to a cookie-free future has been slower than expected, it is clear that the focus has changed. Digital advertising is now moving towards a model where user privacy is the priority, and that can only bring benefits for all involved.