Google’s third party cookies phaseout draws near, are we ready?- Martins
By Zion Rufus
As Google’s proposed third-party cookies phaseout draws near amidst growing agitation for the prioritization of user privacy, ADMARP President, Stanislaus Martins has urged digital marketing professionals to lead the conversation with their clients and partners as they explore new ways to track and measure the effectiveness of their campaigns.
“With the increasing use of privacy-focused browsers and the phasing out of third-party cookies, we as marketers will need to find new ways to track and measure the effectiveness of their campaigns. This will require us to be more creative and strategic in our approach to marketing, and to find new ways to collect and analyze data. We need to lead this conversation with our clients and partners in 2023 if we are not doing so already,” Martins advised.
Initially scheduled for 2022, then later postponed till H2 2024, the proposed third-party cookies deprecation is a wake-up call for marketers and advertisers who largely depend on the cookies to measure the impact of campaigns, track online users, target them with personalized advertisements, compile records of users’ browsing history, and build up a profile of their interests, preferences and habits.
However, it is not only marketers and advertisers who are yet to find a reliable alternative; in fact, Google’s decision to yet again delay the disabling of third-party cookies in Chrome stemmed from requests from partners for more time to evaluate and test the Privacy Sandbox, a proposal for a mechanism to enable interest-based advertising, without having to resort to tracking the sites a user visits.
Google said: “Over the past several months, we’ve released trial versions of a number of new Privacy Sandbox APIs in Chrome for developers to test. The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.”
“For these reasons, we are expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome.”
According to Google, the Privacy Sandbox trials will expand to millions of users globally, and gradually, the trial population will be increased. By Q3 2023, Google expects the Privacy Sandbox APIs to be launched and generally available in Chrome, and as developers adopt these APIs, the phasing out of third-party cookies in Chrome will begin in the second half of 2024.
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