As of July 2024, Google announced they’re no longer removing third-party cookies in Chrome. Instead, they’ve introduced a new experience that ultimately lets users make an informed decision on the tracking of their website activity. This allows them to ‘opt-out’ at any time.
The rejection of this long-standing promise will have caused many advertisers to be more alert, as well as the billions of Chrome users who may now decide to reduce the amount of online surveillance.
It’s not unheard of that cookies have massively enabled the growth and success of many digital marketing efforts. With cookies still around, it’ll allow marketers to continue tracking users’ activity to create relevant and targeted ads that focus on improving results. While there’s no longer a worry about its disappearance, it’s crucial that marketers don’t continue to rely on third-party cookies for a strong strategy. This is down to the fact that users have been given the power to make an informed choice about rejecting cookies that applies to all their web browsing. It’s necessary that an alternative, such as Google’s Privacy Sandbox or first-party cookies is considered, as it collects and understands customer data to help marketers target consumers.
On a positive note, Google’s Privacy Sandbox VP, Anthony Chavez, addresses how increasing user privacy online will ultimately improve overall performance as industry adoption increases. Google is also expecting an increase of 60% in its advertising market share. The process of updating the Privacy Sandbox will continue to protect user privacy as well as supporting ad-supported sites – which is a bonus!
It’s crucial for marketers to understand how to navigate the new third-party cookies update, with their users concerns also at mind. With the new system now giving Chrome users more control over their web browsing privacy, it’s elevated their choice to reject the tracking.
Even with the controversial opinions about whether Google made the right decision and many businesses preparing themselves for a cookie-less future, it’s still important to re-evaluate your strategy. With consumers now aware of this ‘opt-out’ button that protects their privacy, it may become more common for marketers to look elsewhere for their user data. This decision has levelled the playing field, as both cookie-based and cookie-less strategies now have the opportunity to drive performance.
If you’re looking to improve your online presence and improve your B2B marketing strategy, our team excels in all areas of digital marketing to help you see success. Get in touch on 017821630777.
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