After years of delay, Google says it will no longer cancel and replace third-party cookies for its internet browser Chrome. This news comes after advertisers (and marketing agencies like Contentworks) had already begun the process of removing tracking, and updating cookie policies. Huge sighs of relief and frustration resounded. So here’s the lowdown on Google’s cookie policy decision.
What We Know About Google’s Cookie Policy Decision
- Alphabet-owned Google said on July 22, 2024, it will no longer cancel third-party cookies after years of delays to find an alternative for its Chrome browser.
- This change would have impacted anyone involved in online marketing and advertising.
- The update represents the latest change of plan following the original announcement in 2020. Marketing agencies like Contentworks had been following a roadmap for a 2024-2025 cookie removal.
Google Cookies – The Stats
- Google Chrome dominates the global browser market with 65-70% share as of 2024.
- Around 80% of websites use third-party cookies for tracking and advertising purposes.
- Google generated over $200 billion in advertising revenue in 2023, largely driven by data collected through cookies.
- A survey by Pew Research Center found that 72% of Americans feel that almost all they do online or on their mobile phone is being tracked by advertisers, technology firms, or other companies.
- 81% of respondents said they have little to no control over the data that companies collect about them.
What Are Cookies Anyway?
Cookies are “small files or part of a file stored on a user’s computer, created and subsequently read by a website server. They contain personal information (such as a user identification code, customised preferences, or a record of pages visited).” Cookie tracking has fuelled much of the digital advertising ecosystem, providing the ability to track internet and social media users across multiple sites to target ads.
What Did Google Say About Its Cookie Policy?
Back in 2020, Google said it would end support for cookies by early 2022 once it figured out how to address the needs of users, publishers and advertisers. But in June 2021, Google pushed the timeline back, giving the digital advertising industry more time to adjust targeted ads. Then, in 2022, the company said feedback has shown that advertisers needed more time to transition to Google’s cookie replacement which would significantly impact their businesses.
And then, last but not least. In July 2024, in a blog post, Google said it has received feedback, from both advertisers and regulators, that informed its latest decision to cancel the plan to kill off third-party cookies in its browser. The company said that through testing, it realised the transition required “significant work by many participants” and would impact publishers, advertisers and virtually anyone involved in online advertising.
Instead of deprecating third-party cookies, we would 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.
wrote Anthony Chavez, VP of Privacy Sandbox.
We’re discussing this new path with regulators and will engage with the industry as we roll this out.
Do we know what Google means by that? No, we do not. But we will follow company news to remain up to date on Google’s cookie policy, advertising rules and SEO updates.
Confused about Google cookies, how to rank on Google, performance marketing and SEO? Speak to Contentworks Agency. Our team specialises in getting brands to rank on SERPS through organic and paid content marketing. Book your free Zoom call now.