Google’s Cookies Are The Main Course

Cookies, anyone?!

By now, you might of heard the news that cookies are back on the menu! That’s right, in a surprising twist that set the digital advertising world abuzz last week, Google has announced a significant shift in its stance on cookie tracking. The tech giant, which had been working for years (with substantial delays) to phase out third-party tracking in Chrome, no longer has the craving. Originally trying to follow suit of Safari and FireFox, who have already removed cookie tracking, Google has now decided it will instead introduce a new prompt for users to choose how they want to be tracked, putting the power of privacy in the hands of Chrome users. But with Google letting users decide their privacy preferences, are they really just giving into the pressures from stakeholders?  

This move signifies a recognition of the complex ecosystem that online advertising represents. It underscores the challenges of balancing user privacy with the financial realities of the web. Google’s decision also reflects the difficulty in rallying industry-wide support for a single solution to replace cookies.

Looking Forward 

This update does leaves us wondering, how will this impact the future of advertising? If the intended default setting is for cookies to be active, we may see younger generations, the more tech savvy users, and those really concerned about their online privacy take action to opt out. By disabling their cookie tracking, it may become more difficult to market to these consumers. Ultimately, as marketers it is our responsibility to be creative in our strategies to reach the target audience. 

V.P. of Digital Strategy, Vera Shafiq, shares her view stating, “Cookieless or not, let’s acknowledge the fact that third party cookies are already 50% gone and that, as ethical marketers, we need to keep pushing ourselves to deliver advertising that respects and serves the consumer. Period.” Location3 urges advertisers to still prioritize leveraging first-party data. Our team of experts can help with developing futureproofed marketing strategies. By prioritizing ethical data practices and investing in advanced tools, we empower our partners to connect with their audience in a privacy-conscious world. Contact our team today to learn more! 

In Conclusion 

While cookies remain on the menu for now, Google’s efforts have undeniably pushed the industry towards more privacy-forward solutions. The conversation around tracking and privacy continues, and it’s clear that the appetite for change is there. As both users and marketers, the digital advertising industry is now given a choice, and with that power, the responsibility to shape the online experience for all. L3’s Chief Strategy Officer, Crystal Ware passes along her advise sharing, “Brands that continue investing and innovating in smarter targeting will come out on top. Don’t let this announcement make you complacent. Continue doing the hard work – find better ways to target your customers and use first-party data to provide relevant, personalized experiences. Then watch you accelerate further away from your competition!”