The day has finally come…or not. After years of delays, Google finally confirms that they no longer plan to eliminate third-party cookies from the Chrome browser. Instead, they said they will introduce a new experience into Chrome that will give users choice about how they allow third-party cookies in their browsing experience.
Google may not be forcing an industry revolution anymore, but this does not change the fact the the industry’s dependence on third-party cookies are not a privacy-forward solution for targeting and measurement. Our ongoing innovation efforts to find new, client-specific solutions will only intensify as a result of this announcement. The marketing industry is evolving at a rapid pace, with marketers pursuing more innovative and privacy-forward solutions than ever.
So, with third-party cookies here to stay, what is Butler/Till’s view on Google’s policy change?
- Privacy sandbox: We support the initiative to continue developing the Privacy Sandbox, which aims to improve online privacy while maintaining an ad-supported internet. This aligns with our commitment to protect user privacy and support a vibrant digital ecosystem not only for our clients, but for all.
- User choice: The updated approach that emphasizes user choice is a positive step. Allowing users to make informed decisions about their web browsing experience respects their autonomy, increases personalization, and enhances their control over their data.
- Continued development: The commitment to continue developing and investing in the Privacy Sandbox APIs, and the introduction of additional privacy controls like IP Protection in Chrome’s Incognito mode, demonstrates a proactive approach to privacy enhancement. And we’re excited to see it continue to advance.
- Collaboration: The ongoing collaboration with organizations, individuals, and regulators is crucial for the successful implementation of these initiatives. It ensures that the solutions developed are not only applicable but meet the high regulatory standards for specific verticals.
- Testing continues: Butler/Till’s approach to testing privacy-preserving identifiers will continue in support of our current clients, but also to push innovative solutions for the industry at large.
- Optionality: Third-party cookies have been deprecated in Firefox and Safari browsers for years, so the last four-plus years of testing has provided optionality in how we target digitally – a welcome benefit to this huge industry change!
- The Devil is the Details: In their post about this change, Google said they will “introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time. We’re discussing this new path with regulators, and will engage with the industry as we roll this out.” The manner and timing in which this is presented to users will make a huge impact on the availability of third-party cookies to marketers. Once again, we’re left waiting to see how and when this will happen.
Butler/Till’s commitment to identity will not change, keeping ethics at the core of everything we do, with user privacy, choice, and a thriving digital ecosystem as key priorities. However, as we approach our work today and in the future, we recognize the challenges this transition (or lack of one) may pose to publishers, marketers, and the online experience. We look forward to seeing how these initiatives evolve and how they will shape the future of online privacy—and are dedicated to staying at the forefront of it all. Want to keep the conversation going? Reach out to connect with one of our media experts today.
