Advertisers react to Google keeping cookies on Chrome

After years of back and forth between Google and regulatory bodies, the news finally came in yesterday that Google is scrapping plans to kill third-party cookies in Chrome.

Unsurprisingly, advertisers had something to say about that.

Emotions ranged from lack of surprise to relief. Many see it as good news for advertisers, while some have mixed feelings.

Most importantly, they implore us to keep emphasizing first-party data and a privacy-first strategy with our clients.

Skepticism and lack of surprise

Niki Grant, a paid media specialist, said she always has been skeptical about a magical 2024 world where third-party cookies have been ruled obsolete, so she was not particularly surprised at the news:

• “Those of us who have had to actively hunt out alternatives are all too aware of the limitations of most cookie-less solutions, and I personally think privacy concerns related to third-party cookies were generally blown out of proportion in the first instance anyway!
• “It looked good for the likes of Google to be super proactive in finding an alternative, but I would have been astounded if they had actually identified a viable alternative in only a matter of years. The proof will be in the Chrome-usership pudding; in the meantime I appreciate Google’s candor instead of a messy ‘make do and mend’ solution to save face.”

Also not shocked by Google’s change in course is Julie Bacchini, president and founder, Neptune Moon:

• “The Google Ads ecosystem (and all ad platforms to be fair) is so dependent on data from cookies it has always been hard to imagine how the platform as we know it could function without cookie data. There are still a lot of questions around exactly what they mean by offering users more control. But it is a bit of a sigh of relief as it is one less thing to have to figure out in the next few months or coming year!”

Gil Gildner, the cofounder at Discosloth, compared this to “The Boy Who Cried Wolf” fable:

• “Google always seems to announce imminent changes, then pushes back the date or scraps plans altogether. It’s how they try to motivate users (who otherwise wouldn’t care) to adopt new tech. They did it with GA4 and they’ll do it with something else next.”

Paid search specialist Sarah Stemen said the delay in phasing out third-party cookies by Google is probably strategic:

• “As the dominant browser owner, Google is under scrutiny for antitrust behaviors. The proposed Privacy Sandbox, while marketed as a privacy-enhancing tool, likely raises barriers for competitors. This could lead to less competition and more market consolidation in the ad tech industry.
• “By delaying the depreciation of cookies, Google buys itself time to either refine the Privacy Sandbox or to make its implications less transparent.  Another alternative is that they simply don’t have a solution, but I think it’s likely a delay.”

Relief and positive reactions

Asher Mirza, a digital and performance marketing specialist, said it was great news to wake up with as a performance marketer and shocking as a consumer.

• “Seems like big corp went too far ahead with the new privacy era and realized it would be a loss for everyone and decided for this massive U-Turn. What a time to work in marketing where no one can decide what will happen tomorrow.”

Sophie Fell, director of paid media, Two Trees PPC, said this is good news for advertisers because so many still don’t have a decent grasp on their first party data and this was proving to be a big hurdle for them to overcome.

• “I think the question now is, ‘What’s next?’ It’ll be interesting to see what the uptake on the privacy ‘toggle’ is as a percentage of Android and Chrome users, and then how that impacts audience targeting. For example, will fewer 55+ year olds tweak their privacy settings, and therefore will marketing to this age group using cookies be much easier than marketing to <35s who may be more likely to utilize it? Lots of very interesting data to come over the coming months and no doubt a few more hurdles for advertisers along the way.”

Digital marketer Brett Bodofsky wondered whether similar audiences might come back now.

• “Google Ads deprecated similar audiences due to third-party cookie limitations. Now that the plan is scrapped I wouldn’t hate seeing those come back. I understand there has been launches to help account for their deprecation. But honestly, I liked similar audiences.”

Digital marketing specialist Robert Brady said removing the foreboding deadline (that kept getting pushed back) is a positive.

• “Google has to manage expectations and there is simply too much uncertainty from regulatory bodies and the technology itself to set a firm date on cookie deprecation. I fully expect Google to continue their efforts.”

Mixed feelings/need for adaptation

John Gbemileke Adeoti, growth marketing lead, Expedier, said the news was both annoying and a relief.

• “Relieved that I can put my worries to rest. But annoyed that advertisers and brands don’t need to go through these many changes within a short while. I mean, when you consider how many brands and marketers are still struggling with the switch from UA to GA4! Big tech needs to do better than toy with our time and effort, to be honest.”

Veronika Höller, global search lead, Tresorit, said the privacy debate isn’t going away anytime soon, adding that having an alternative (like the Privacy Sandbox) doesn’t guarantee it will be effective.

• “The real focus should be on empowering users to share their data willingly, for a truly personalized experience. It’s about building trust, brand awareness, and thinking outside the box. We shouldn’t expect data to be handed to us on a silver platter. Most of it is already out there, scattered across different platforms we use. Let’s connect those dots, and suddenly every change isn’t a catastrophe.
• “And even if Google does decide to pull the plug entirely – which, let’s face it, is always a possibility – we’ll be prepared. At the end of the day, we control what users share with us. That happens best when we’re honest, highlight the benefits, combine data sources, and communicate directly with our audience.
• “Instead of waiting for incomplete analytics data and crying over it, let’s be proactive. Let’s build relationships and earn that data. It’s a far more sustainable and rewarding approach.”

Meanwhile, Navah Hopkins, brand evangelist, Optmyzr, said advertisers essentially “won” a game of chicken with Google, but:

• “It doesn’t change the fact that the privacy-first world is here via GDPR, CCPA, and other regulatory considerations. Just because we have an extension on our ability to target through website traffic, see users (device-dependent) across multiple devices and domains, doesn’t change the fact that many markets have adopted privacy-first era rules and regulations.
• “Just because Chrome is giving the extension doesn’t mean other channels are going to follow suit. So while we all can laugh, smile, and cheer that cookies are “here to stay”, people should not be complacent. So here are three critical things every user should do in preparation for the privacy-first world regardless of whether cookies are here or not:
  • Build consent into every single thing you do. 
  • Make sure your stakeholders understand reporting efficacy will be ad channel-dependent and device-dependent. 
  • Think beyond Google and Chrome.”

Emphasis on first-party data and privacy

Digital marketing strategist Nicholas James said Google’s reversal was expected for several reasons, including the unfinished state of the Privacy Sandbox and with this move, it is still unclear how it will impact its usage.

• “However, refining your first-party data strategies remains crucial, as success in this area will distinguish the true leaders in the evolving digital landscape.”

Fraser Andrews, global search lead, JLR, said he sees this very similarly to the consent mode v2 update.

• “It’s ultimately going to be more beneficial for advertisers to have consented data (provided they actually do something with it!) So my recommendation would still remain – get access to consented data and learn how best to utilize it to enhance performance.”

Heinz Meyer, director and owner, Orris Digital, said the media is taking a slightly extreme stance on this.

• “Google isn’t scrapping the third-party cookie blocking on Chrome, they’re giving users the choice to opt into third-party cookies. Therefore, my advice is: prepare for a world without third-party cookies like we were before.”

Broader industry implications

Marketing strategist Reid Thomas said this is an admission by Google and the IAB in general that there isn’t a solution for tracking other than cookies.

• “Non-cookie identification, due in part to efforts by browsers not owned by the largest DSP, has never really taken off. In essence, Google has worked with privacy regulators and advocates to try and find a solution and simply has not been able to.
• “For advertisers, I’d still keep treating the world as if cookies are deprecated. For ~30% of users, they already are (Safari, especially mobile; Firefox; Opera; and some Edge users). For the rest, recent data shows that cookie-based targeting is ROI negative (Ahmadi et al 2023) and largely is not significantly more accurate than random targeting (Neumann et al 2022).
• “Essentially, this is more of a capitulation that there is no ‘new cookie’ and that rethinking how we reach audiences needs to happen, rather than celebrating that the ‘good old days’ are back.

Lisa Erschbamer, director, digital advertising at Proficio, said she’s unsurprised that Google couldn’t make it work in a way that is profitable to them (and without losing media budgets to other ad networks).

• “But: More people are data and privacy aware and I hope more PPC specialists have started thinking beyond Google Ads, treating it as the part of a whole strategy that it is. So not all bad.”