Plot twist, Google hits stop on plans to eliminate third-party cookies. Here’s what marketers want to know.

In a surprising turn of events, Google has decided not to phase out third-party cookies in Chrome, a move that significantly impacts the marketing landscape. In February, we discussed the potential challenges and shifts marketers should consider with the upcoming depreciation of third-party cookies. The uncertainty surrounding alternative tracking methods and the adaptation required seemed daunting, while the task of building effective marketing strategies became more complex.

However, Google's recent decision provides a temporary reprieve, allowing marketers to continue using third-party cookies for user tracking and targeting. Despite this pivot, it's crucial for marketers to keep an eye on Google's ongoing developments. 

Here’s what you need ‌to know.

What does keeping third-party cookies mean for marketers?

Google's decision to continue supporting third-party cookies in Chrome means you can maintain your current practices of tracking and targeting users, which is great news after the scramble marketers have been in the last few months. This new development ensures that your current advertising strategies can remain intact and you don’t need to hard pivot to new technologies or methods. However, we want to point out that this is a much broader industry trend. By shifting the privacy decision to the consumer we'll see a gradual decrease in third-party cookies over time. This is ultimately going to reshape our current landscape. 

With this in mind, you’ll want to stay up-to-date with new privacy controls and changes in the Privacy Sandbox. These changes will affect how user data is collected and used. We're watching these changes closely to make sure we're giving our customers the most up-to-date recommendations. 

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How will this impact your marketing strategy?

In the immediate future, nothing will change. The general feeling across the board is relief. However, there are a couple of things you'll want to keep working on. 

• ‍Keep collecting first- and zero-party data: The discussion around first-party and zero-party data remains pertinent. While Google may dominate the browser market, consumers using Safari, Firefox, or other privacy browsers are already unreachable via third-party cookies. First- and zero-party data is critical for marketers to continue to deliver the kinds of personalized experiences your customers have come to expect. These data types are collected directly from customers through their own channels and direct interactions. 

• ‍Identify potential gaps in your data collection strategy: Really take a look at what kind of data you’re currently collecting on your customers. Do you notice any gaps? Are there specific customer attributes that could help you create even more personalized experiences? If the answer is yes, build a plan that'll help you ‌capture these missing pieces. 

You can do this is all kinds of ways. Think about using Two-Way Journeys™ to help you build dynamic, two-way conversations between you and your subscribers to help you uncover unique customer preferences. Get creative with your sign-up units and collect valuable customer data during opt-in.  

Lastly, we quickly want to mention The Privacy Sandbox APIs are meant to offer better ways to target ads that keep privacy in mind. This could become more important as digital advertising becomes more concerned with privacy. You’ll want to be ready for possible changes in user behavior if many people choose not to use third-party cookies. Be sure to work with Privacy Sandbox APIs and other privacy-focused alternatives to prepare for any future changes.

Moral of the story—Google may have killed all sense of urgency, but we were already moving towards operating in “cookieless” environments. The future of privacy is up to the consumer. We can probably expect more changes in the future, which makes it even more important to invest in your own channels.

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How should marketers prepare for future cookie changes?

For Attentive customers, the strategy should include a robust integration of first- and zero-party data. SMS and email channels not only facilitate direct communication with customers but also allow you to collect precise data on customer preferences and behaviors. This approach not only aligns with current privacy regulations but also positions businesses to adapt smoothly to any future changes in cookie policy. 

It’s also worth considering how having more first- and zero-party data greatly improves AI performance. This is because it gives you relevant information directly from customer interactions and preferences. This type of data is powerful and allows AI systems to offer increased personalization, make more accurate predictions, and generate deeper customer insights. Moreover, it ensures better compliance with privacy regulations and builds trust. Additionally, owning and controlling this data helps you maintain full data management autonomy, fostering stronger, more meaningful customer relationships and loyalty. Ultimately, it can release you from the hold cookies have had on your marketing strategy in the past.

As we continue to navigate these changes, staying informed and agile will be key to leveraging opportunities and mitigating challenges in this dynamic digital marketing environment.