Google Keeps Its Hands in the Cookie Jar: What It Means for Advertisers
Writer: Luis Reyes
Date: August 6, 2024
As expected, Google has once again revised their cookie deprecation plan, announcing that they will not fully disable cookies by 2025. In a departure from earlier statements this year, they are instead moving to a user choice experience. While this news has caused waves in our industry, Google’s uncertainty and frequent changes have foreshadowed this moment for quite some time. Since 2020, they’ve delayed this anticipated adjustment three times not including this latest indefinite postponement.
WHAT DOES THIS MEAN FOR ADVERTISERS?
Nothing major will change when it comes to the overall browsing experience for users, simply shifting the decision regarding whether or not to maintain cookies within their control versus Google’s. However, marketers have been anticipating this adjustment for quite some time.
To weigh in on the matter, our very own Frost Prioleau, Co-Founder & CEO of Simpli.fi, recently joined a conversation with Nasdaq to discuss this topic among others. Regarding the cookie delay, Frost remarked, “It wasn’t that surprising given the regulatory scrutiny they were under. They will get to the same place as Google is essentially following Apple’s lead on deprecating cookies. The industry has been preparing for this for more than four years.”
Simpli.fi’s preparation is evident, as our suite of solutions has long moved beyond a complete cookie-based strategy, taking numerous measures in our ongoing commitment to growth. Over the past decade, the digital landscape has continually changed due to various factors, including regulatory developments and shifts by companies like Apple and Google. Regardless of decisions by these companies, our approach has and will remain consistent; we are committed to data privacy amidst ongoing industry transformations.
LOOKING AHEAD
Overall, Google’s decision shines a light on the complexity of balancing consumer and data privacy with the needs of the digital economy. As Google continues to refine its Privacy Sandbox, Simpli.fi will continue preparing for the likely deprecation of third-party cookies and watch closely to see how these changes unfold and shape the future of online privacy and advertising.
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