Learn what industry leaders think about Google’s decision to withdraw from its cookie depreciation plans and its implications for future marketing.
Google has always aimed to enhance online privacy while maintaining an ad-supported internet that benefits publishers, businesses, and users by providing free access to diverse content. To achieve this, Google developed the Privacy Sandbox, an initiative focused on improving online privacy while preserving the ad-supported Internet model.
Anthony Chavez, VP of Privacy Sandbox, recently announced that rather than phasing out third-party cookies as previously planned, Google intends to introduce new experiences that empower online users to make more informed choices while browsing with Chrome. Chavez emphasised that Privacy Sandbox APIs will remain available for developers, and additional privacy controls will be introduced through IP Protection in Chrome’s Incognito mode. This announcement has elicited various comments and recommendations from industry leaders across the Asia Pacific.
Analysts saw it coming
Marketers are always ready for the worst. They anticipate changes and prepare strategies to adapt quickly to new circumstances. This ensures marketers stay ahead of industry shifts and maintain effective campaigns.
Xiaofeng Wang, Forrester’s Principal Analyst, stated: “It’s no surprise that Google eventually scrapped its cookie deprecation plans after three delays in four years. Most marketers in APAC have seen this coming. According to Forrester’s Marketing Survey 2024, 53% of B2C marketing decision-makers in APAC do not believe that Google will deprecate the third-party cookie, which increased from 49% in 2023. This would further dampen advertisers’ urgency to adopt Privacy Sandbox, Google’s initiative to replace third-party cookies with privacy-preserving technologies.”
The delays and uncertainty might push marketers to seek alternative solutions and diversify their strategies to reduce reliance on any single technology or platform. This could result in a more fragmented but more resilient digital advertising ecosystem. For Google, this means they must work harder to regain trust and demonstrate clear, actionable steps towards their privacy goals.
A win-win for marketers and consumers
According to Kat Warboys, Senior Marketing Director of APAC, HubSpot: “The latest news on third-party cookies is ultimately a win-win for advertisers and consumers. But the multi-year journey on cookie deprecation has been tough on marketers who have been trying to prepare. After all of this, one thing is clear: relying on third parties is no longer enough. Businesses need to take control of their first-party data to get a complete understanding of their customer, especially given the level of personalisation expected by today’s consumers.”
Marketers will need new strategies to gather and analyse data directly from their audiences, leading to more personalised and targeted campaigns. This shift will improve customer trust and loyalty due to enhanced privacy and transparency. However, it may also require investment in new technologies and training for marketers.
Refine your data strategy
Consumers are more aware and assertive of their privacy rights now more than ever and expect companies to handle their data responsibly. Even if third-party cookies remain available, refining your data strategy ensures preparedness for any future changes, meets regulatory requirements and continues to build strong, trust-based relationships with your customers.
Forrester Senior Analysts Stephanie Liu and Mo Allibhai shared their insights on what advertisers should do:”Identify what data you need about consumers to build look-alike models, segments, and propensity scores, then build a plan for acquiring that data. This data strategy will also come in handy when evaluating a data clean room partnership, ensuring that the data clean room ties to a defined use case and is aligned to business objectives.”
They added that third-party cookies were only one of many methods for understanding your customers. Publishers have valuable insights into their audiences, including details about their devices, browsers, and opt-in preferences.
With tools like seller-defined audiences, internal modelling capabilities, and supply-side platforms for onboarding and managing identity tokens, publishers are well-positioned to support advertisers in navigating a world beyond third-party cookies.
Adopt diverse signals
