Experts Share Reaction On Google Keeping Third Party Cookies After All

Google has announced that they will be updating the Privacy Sandbox project, which was created to protect user provacy online, while still supporting ad-supported sites we all use. Their progress was based off of feedback from regulators such as UK’s Competition and Markets Authority, or CMA, and Information Commissioner’s Office (or ICO), as well as publishers and advertisers.

Google initially planned on phasing out third-party cookies on Chrome, that are used to track users across sites, in order to target ads. But now, they’ve changed this strategy and are focusing more on “user empowerment”, as they’ve put it.

They’ve said, “… we are proposing an updated approach that elevates user choice. 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. We’re discussing this new path with regulators, and will engage with the industry as we roll this out.”

“On 22 July 2024, Google announced that it is changing its approach to Privacy Sandbox. Instead of removing third-party cookies from Chrome, it will be introducing a user-choice prompt, which will allow users to choose whether to retain third party cookies. The CMA will now work closely with the ICO to carefully consider Google’s new approach to Privacy Sandbox,” says the UK government. They’ve shared that feedback is welcome, and can be sent to an email address provided on their site.
 

What Do Experts Have To Say?

 
Of course, industry leaders have shared their reactions on how this change will work going forward. This is what they have to say…
 

Our Experts

 
Rodney Perry, Head of Data And Analytics UK, Making Science
Jason Warner, Director UK and EMEA, SBS
Christoph Kruse, Marketing Director, MINT
Marçal Serrate, Director of Data Technology, Azerion
Madi Bachar, VP Global Sales, MGID
Mark Debenham, VP Growth Marketing and Marketing Operations, Adverity
Geoffroy Martin, CEO, Ogury
Karen Nelson-Field, CEO and Founder, Amplified Intelligence
Roy Yanai, VP Product, AppsFlyer
Chris Hogg, Chief Revenue Officer, Lotame
Ben Cicchetti, SVP, Marketing & Communications, InfoSum
Travis Clinger, SVP, Activations and Addressability, LiveRamp
Mateusz Rumiński, VP of Product, PrimeAudience
Jay Stevens, CCO, Permutive
Jochen Schlosser, Chief Technology Officer, Adform
Mike Khouri, CEO, Tactical
David Shaw, Co-Founder and CEO, Cedara
 

Rodney Perry, Head of Data And Analytics UK, Making Science

 

 
“Google’s decision ultimately levels the playing field, as both cookie-based and cookie-less solutions will have the opportunity to compete for user attention and drive performance. Amid this U-turn, brands are advised to focus on leveraging first-party data, especially since other browsers have already eliminated third-party cookies.

“It will no doubt be interesting to see how this dual approach will evolve and which solutions will contribute to maintaining a thriving digital advertising ecosystem while addressing privacy concerns.”
 

Jason Warner, Director UK and EMEA, SBS

 

 
“Initially, I was shocked by the news, but after some reflection, it seems we can finally turn the page on this issue and focus on more pressing matters. The decision brings much-needed clarity to the industry. Allowing users to adjust privacy settings in Chrome to eliminate tracking is, in my opinion, a brilliant solution.

“This approach doesn’t discard the industry’s efforts to find alternatives to cookies. Instead, it puts the choice back into the hands of consumers, empowering them to decide their preferences. Brands now have a range of ways to reach their target audiences, based on how users want to be tracked. Ultimately, this leads to a fairer and more equitable internet for all.”
 

Christoph Kruse, Marketing Director, MINT

 

 
“The continuation of third-party cookies will surely bring some relief to the advertising world, but it is not the solution that solves all challenges the industry is still facing. Despite the availability of cookies, we have seen a decline in acceptance of such cookies.

“A third of global internet users use ad blockers that also have an effect on the tracking capabilities and a substantial number of users have become more privacy aware and don’t always accept all cookies when the prompt appears on a site. So even when third-party cookies won’t be deprecated completely by Google, there might be a significant drop of available data.

“In previous years, the AI-powered shift from personal to predictive marketing has seen advertisers keeping impressive results while not being dependent on granular targeting. The large advertising platforms already offer automated bidding or advanced contextual targeting that ensures high performance even when there is not enough data for personal targeting.

“It will be key for marketers to take the birds-eye view and compare platforms and channels in real-time to adjust investments continually and ensure high performance to stay successful in the long run.”
 

Marçal Serrate, Director of Data Technology, Azerion

 

 
“This news has sent ripples through the industry. While it may appear as a reprieve for advertisers who rely heavily on cookie-based tracking, the industry’s trajectory towards enhanced privacy and user consent remains unchanged. The move to a consent-based model implies that despite Google retaining third-party cookies, their efficacy is bound to diminish.

“Google’s revised strategy echoes Apple’s implementation of App Tracking Transparency in iOS, which resulted in 60-70% of users opting out of tracking and drastically reduced the available granular data that advertisers had relied on.

“At Azerion, we’ve observed that a significant portion of our user base comes from environments other than Google Chrome, accounting for 50% of our web traffic. As users become more aware of privacy issues, the likelihood of them opting out of tracking increases and will inevitably lead to a reduction in the cookie-based data available.

“The shift towards user consent and privacy-centric approaches signifies a fundamental change in how digital advertising will function. Publishers and advertisers should prepare for a future with increasingly scarce granular tracking data and cookie-based traffic.

“This means continuing to innovate and adapt to a world where user privacy is paramount by employing diversified data sources, investing in privacy-compliant technologies and enhancing user engagement. By planning for a future with less reliance on cookie-based tracking, we can ensure sustainable and effective advertising strategies.”
 

Madi Bachar, VP Global Sales, MGID

 

 
“Google’s decision wasn’t a massive surprise: too much money was at stake, and they couldn’t find a solid alternative. Judging by the jump in Criteo’s shares following the news, the industry has welcomed the move. The question is, what will be the fate of Privacy Sandbox?

“Google has said it will continue development, but unless there’s pressure from the industry, it’s unlikely there’ll be movement until the legal cases in the US and EU are concluded. Over the coming months, we are likely to see Google make improvements to the existing cookies and evolve them into something that will be easier to digest for privacy advocates.

“Whatever happens, publishers must continue to prioritise the development of first-party data rather than relying solely on third-party data and DSPs for user identification. The risk now is assuming we can relax. The benefits of this decision will only be realised if ad tech providers continue to push for cookieless innovation and strengthen collaboration with their advertiser and supply-side partners. Let’s not forget that Safari still has, and will continue to have, a considerable share of users, so industry players need to be able to work with this traffic.”
 

Mark Debenham, VP Growth Marketing and Marketing Operations, Adverity

 

 
“Google’s decision to keep third-party cookies is a win for those who have prioritised flexible data management. Businesses already working with infrastructure that allows them to switch between different data sources and targeting approaches will be well-placed to adapt in line with varying insight access — including using cookies if users opt in and alternative mechanisms when they don’t.

“This ability to easily balance privacy preferences with data-driven marketing highlights how essential robust data management practices are for maintaining a competitive edge amidst evolving technologies like the Sandbox API.”
 

Geoffroy Martin, CEO, Ogury

 

 
“In response to regulatory and market pressure, Google will be leaving the decision of whether or not to use third-party cookies up to consumers. It remains to be seen how it will implement this change, but if other ecosystems are any indication, this might lead to a vast majority opting out of tracking.

“Advertising identifiers have already been phased out from Safari and Firefox, they are shrinking overtime on Chrome as well, and 50% of traffic on the open internet doesn’t have cookies. As a result, advertisers are already experiencing a decrease in cookie availability for their campaigns, while heightened demand is driving up prices.

“The reality is our industry is at a decisive turning point in the protection of consumer data, and this shift began long before Google made the decision to deploy the Privacy Sandbox.

“With all the above in mind, advertisers should not view Google’s announcement as an opportunity to postpone their move to solutions that are not exclusively relying on 3rd party identifiers. It’s pointless for our industry to cling to a model that is doomed to disappear. Rather, it’s time for advertisers to invest in alternative solutions which allow them to scale independently of future industry decisions, while prioritising consumer privacy.”
 

Karen Nelson-Field, CEO and Founder, Amplified Intelligence

 

 
“Not only is this decision unsurprising, but it also doesn’t change the current path of media measurement evolution. Focus has long been shifting towards attention as a key metric for understanding what was seen, not simply observed – and it’s going to keep moving that way.

“Live assessment of real human attention will still be essential to fix the long tail of poor impressions from those who don’t opt out. Equally, attention will also provide a vital means of refined audience segmentation if users do switch off cookies. Regardless of what action Google takes, the industry will continue its forward attention-led progress.”
 

Roy Yanai, VP Product, AppsFlyer

 

 
“Google’s statement that it will give user’s the choice over consent is vague and creates a very important question: Will users need to opt-in or opt-out?

“When Apple launched its ATT (App Tracking Transparency) framework in 2021, which gave users the choice to opt-in rather than opt-out, we saw the number of “tracked” users drop from 85% to 20%. Whether this will be the case for Google users is yet to be seen.

“Google’s aspiration is ultimately to provide a better end user privacy preserving technology while allowing ad efficacy. Google has been very proactive with the development of the Privacy Sandbox, making a major effort to push the ecosystem to test and validate its viability.

“This new ‘middle ground’ is a way for Google to approve some kind of cookie deprecation with regulators and get more players on the Sandbox. Eventually, once sufficient marketplace liquidity (enough players on Sandbox) has been achieved, Google might make another move to deprecate third party cookies altogether.”
 

Chris Hogg, Chief Revenue Officer, Lotame

 

 
“Google may no longer be ending third-party cookies by its own hand, but the slow march of progress will still see them rendered obsolete sooner or later. Users and regulators are increasingly privacy-focused and, given cookies will be “opt-in” across the board, there will still be a need for other signals to fill the gaps — especially across channels where cookies are long gone or were never present to begin with.

“The fate of third-party cookies will be as a small part of an ever-expanding array of data points, becoming less relevant over time as more privacy-first, platform-agnostic solutions evolve. No one that wishes to remain competitive should think they can take their foot off the pedal of first-party data collection and strategic data collaboration.”
 

Ben Cicchetti, SVP, Marketing & Communications, InfoSum

 

 
“Google’s announcement doesn’t change the fact that third-party cookies remain bad for consumer privacy. We already operate in a largely cookieless ecosystem, and any comprehensive media strategy must therefore account for numerous cookie-free environments, including display advertising on Safari and Firefox and emerging channels like CTV, retail media, and gaming platforms.

“Forward-thinking organisations will continue to innovate and adopt privacy-focused approaches to data use and advertising. First-party data remains the cornerstone for advertisers seeking to reach consumers with the right message at the right moment, while media owners need it to serve relevant advertising to their audiences.

“It’s critical that customer-centric businesses prioritise privacy-first, secure ways to collaborate, bridging the gap between consumer privacy expectations and effective, relevant advertising.”
 

Travis Clinger, SVP, Activations and Addressability, LiveRamp

 

 
“Yesterday’s update from Google Chrome is a major development and welcome news for those still preparing for a cookieless future, but not one that changes where our ecosystem is headed: marketers want to personalise and measure the consumer journey, while consumers rightfully want unprecedented control and transparency of their privacy.

“Whether it’s across display, social, search, SMS, email, and more, consumers are spending time on multiple platforms, and that’s increasingly on CTV and mobile apps – two of third-party cookies’ most glaring blind spots. Cookies’ strength, open web programmatic advertising, is just one of the many channels where marketers need to engage their customers.

“As such, over the past five years, marketers have been strategically shifting away from third-party signals to better performing, authenticated signals – and we expect that shift to continue. This announcement reinforces the need for the industry to embrace authenticated identity, while simultaneously using the cookie to maximise reach.”
 

Mateusz Rumiński, VP of Product, PrimeAudience

 

 
“The work on the Privacy Sandbox has been a spectacular effort by a range of companies for over four years now. The brightest engineering minds have tried to tackle the seemingly impossible task of balancing user privacy protection with advertising utility for a thriving open web.

“While today’s announcement does not undermine this effort, it will definitely discourage the broader ecosystem from embracing these solutions, which is not a good thing. Cookies will eventually lose relevance, leaving advertisers and publishers with tools less refined than they could have been.

“I am looking forward to hearing more details on Google’s proposal, as well as what regulators have to say about it. Based on the information available today, this change could cause even more chaos for the open web than a reasonable phase-out plan would.”
 

Jay Stevens, CCO, Permutive

 

 
“Google’s announcement on their stay of execution of the cookie in Chrome is more of a recusal from the debate. By more easily putting the power in the hand of the consumer, they can change the conversation and get out of what was previously a no-win position.

“But in fact, the horse has already bolted from the barn as more than 65% of consumers already have cookies disabled, including the billion iOS/Safari users representing the most valuable consumers on earth.

“Google’s move, by making it easy for consumers to disable cookies will only further widen the gap.

“Smart advertisers are developing strategies away from cookie-based advertising to utilising publisher signals. These advertisers are experiencing two to three times the reach, increased sales, and lower CPAs, crossing the reachability chasm.”
 

Jochen Schlosser, Chief Technology Officer, Adform

 

 
“It’s quite astonishing that Google has decided not to deprecate third-party cookies, opting instead for a new approach to consent. Why couldn’t this strategy have been done in parallel and even independently? This shift comes after years of effort from industry participants to prepare for a Sandbox future, one without 3rd-party cookies, raising questions about the consistency and reliability of Google’s approach.

“In the downstream of it, there is one central change. This move gets Google out of the gridlock of the CMA. In addition, Google’s ability to control the fate of cookies through other mechanisms still leaves all power in its hands, and so this move does not change the control dynamics.

“Likely without any type of regulatory approval, this development also underscores the ongoing tension between new regulations in the fields of privacy and competition law against the influence that “Very Large Platforms” have on many dimensions of the Internet.

“Despite today’s announcement, Google still stays at the helm of crucial decisions and regulators will struggle to keep up with the pace and Google’s ability to pivot from even such fundamental changes.”
 

Mike Khouri, CEO, Tactical

 

 
“Google’s decision to abandon plans to remove cookies from Chrome is no surprise, given repeated delays. While this benefits advertisers in the short term, it does raise ongoing privacy concerns for users and displeases regulators.

“This reversal underscores the tension between user privacy and advertiser needs, something we’ll likely see play out for a while longer yet.”
 

David Shaw, Co-Founder and CEO, Cedara

 

 
“The recent news that Google will no longer be removing third-party cookies from Chrome brings mixed reactions. On one hand, it’s important to highlight that third-party cookies contribute to higher energy consumption. The digital marketing industry has such an incredible impact on the environment, and the inclusion of 3rd party cookies demands higher energy output.

“However, there is a silver lining. The prolonged debate over the fate of third-party cookies has been a huge distraction. Now that this chapter is closed, the industry has an opportunity to refocus sustainability which is a more pressing issue. Refocusing our efforts on sustainability will yield far greater benefits for both the industry and the environment.”