Current Status of Google Cookie Deprecation

Google has set a date for the deprecation of third-party cookies, and it’s 2023. The 3-month phase will start mid-year. With changes to Chrome, Google stated that they will combat fingerprinting aggressively and have Privacy Sandbox technologies accessible in late 2022. Google affirms its move away from third-party cookies and the industry trend away from unauthenticated user identity toward a world of people-based identity while giving the industry some more time to prepare. Many B2B advertising vendors will be impacted by the future deprecation of third-party cookies in Chrome. Plus, the deprecation will also affect the collection of intent behaviors and account identification. 

The Facts

The third-party cookie and the mobile ID have powered digital advertising technology for over two and a half decades. This step-change will have a significant impact on how customers are reached across the internet. Let’s better grasp how a world without third-party cookies will look. Direct customer relationships will be crucial for success throughout the next decade as we undergo significant change. Focus on recalibration instead of replacement. During the uncertainty, develop a team or point person to help navigate and further educate your teams. Ask questions, focus on your business, data, and customers, and build the trust that will power you for the next decade.

Make Changes Accordingly

The next decade will be concerned with first-party relationships, which will provide a transparent value exchange between you, your consumers, and the brand. Thus, you will require fewer intermediaries and more tools to help build your relationships. Specific technology might not perform the same without utilities like third-party cookies and mobile IDs. Thus, you and your team need to investigate how your current solutions will make the transition. Comprehending how your colleagues will work without user-level identifiers or capturing consent are critical questions. Now is the time to find someone who can answer your concerns so your business can make changes accordingly. 

The Innovation and Importance of First-Party Data

Purchasing third-party data in the past allowed us to understand someone we never spoke with and fast. Building direct customer relationships asks prospects to share something about themselves in exchange for content, personalization, or value. Whether we like it or not, asking for information creates friction. First impressions are everything. The way we innovate and establish relationships with our customers will be essential in sustaining them down the road. Instead of just putting up a consent form, consider the value that you offer a potential customer. Influencing their mindset at the point of consent will be of great strategic importance in the long term. Some excellent examples that brands are doing today involve promoting free content, digital exclusives, or collaborative projects.

All in all, the cookieless, device-less, and IP address-less future is here. Regardless of future regulatory, browser, or device changes that may come, fast-track moving to people-based addressability and take control now. While they still exist, benefit from the scale of third-party cookies and reach consumers in already-cookieless environments to maximize your media buys. This journey will still be challenging, but you should act today, as there is much to figure out. But it is also an opportunity to rebuild digital in a more straightforward way, more transparent, and more human.