Advertisers React to Google Keeping Cookies in Chrome

The recent announcement that Google will not proceed with plans to eliminate third-party cookies in Chrome has sparked mixed reactions among advertisers. This decision follows years of debate between Google and regulatory authorities over privacy concerns and the future of online tracking.

Advertisers’ responses to this development have been varied. Some express relief, seeing it as a positive turn that will benefit advertising strategies by preserving the use of third-party cookies. For many, this decision is welcome news, as it maintains a familiar framework for targeting and measuring ad effectiveness.

However, others have mixed feelings about the decision. While they appreciate the extension of third-party cookies, there is also a strong emphasis on the need to focus more on privacy and first-party data. Advertisers are advised to continue prioritising privacy-focused strategies and to leverage first-party data to build trust and comply with evolving privacy regulations.

The decision underscores the ongoing challenge of balancing effective advertising with user privacy, and it highlights the importance of adapting to changing privacy standards.

Skepticism and lack of surprise

Niki Grant, a paid media specialist, expressed her skepticism about the 2024 timeline for phasing out third-party cookies and wasn’t surprised by the recent news:

“I’ve always been doubtful about the idea that third-party cookies would be completely obsolete by 2024. Many of the cookie-less solutions out there have their own limitations, and I believe the privacy concerns around third-party cookies were somewhat exaggerated from the start. It was ambitious for Google to look for alternatives, but I would have been surprised if they had found a viable solution in just a few years. It’s better to be upfront about this rather than offering a half-baked solution.”

Julie Bacchini, president and founder of Neptune Moon, also was not surprised by Google’s decision:

“The Google Ads ecosystem relies heavily on cookie data, so it’s hard to imagine how it could function without it. There are still many questions about what exactly Google means by giving users more control. However, it’s somewhat relieving not to have to deal with this change in the near future.”

Gil Gildner, co-founder of Discosloth, likened the situation to “The Boy Who Cried Wolf”:

“Google frequently announces major changes, only to push back the timelines or cancel them altogether. This seems to be a tactic to encourage users to adopt new technologies. They did it with GA4 and are likely to do it with other updates in the future.”

Paid search specialist Sarah Stemen suggested the delay might be strategic:

“As the leading browser provider, Google faces antitrust scrutiny. The proposed Privacy Sandbox, while intended to enhance privacy, could also reduce competition by raising barriers for other players in the ad tech industry. By delaying the removal of cookies, Google buys time to refine the Privacy Sandbox or obscure its implications. It’s also possible they simply don’t have a viable alternative yet.”

Relief and positive reactions

Asher Mirza, a specialist in digital and performance marketing, found the news surprising but positive from a marketer’s perspective, although unexpected as a consumer:

“It’s surprising to see such a significant shift after the push for new privacy measures. It seems that major companies realised the move was too drastic and opted for a reversal. The marketing field is definitely in a state of flux, with constant changes making it hard to predict what will happen next.”

Sophie Fell, Director of Paid Media at Two Trees PPC, viewed the development as beneficial for advertisers. Many are still struggling with first-party data, which has been a major challenge:

“The main question now is, ‘What comes next?’ We’ll need to watch how many users engage with the new privacy settings on Android and Chrome and how this affects audience targeting. For instance, will older users be less likely to adjust their privacy settings, making it easier to target them compared to younger users who might be more proactive in adjusting their settings? We’ll see interesting data in the months ahead, along with new challenges for advertisers.”

Brett Bodofsky, a digital marketer, expressed hope that previously deprecated features might return:

“Google Ads had removed similar audiences due to the limitations of third-party cookies. With the change in plans, it would be great to see similar audiences reinstated. Although there were new features introduced to replace them, I personally preferred the similar audiences feature.”

Robert Brady, a digital marketing specialist, saw the removal of the deadline as a positive development:

“Google needs to manage expectations given the ongoing uncertainty from regulators and the evolving technology. Setting a fixed date for cookie deprecation was unrealistic. I expect Google to keep working on their privacy solutions and adjustments.”

Mixed feelings/need for adaptation

John Gbemileke Adeoti, Growth Marketing Lead at Expedier, found the news both frustrating and relieving:

“I’m glad to have some stability now, but it’s frustrating that advertisers and brands have to keep adapting to these frequent changes. Many are still grappling with the shift from Universal Analytics to GA4. It would be better if big tech companies didn’t make us go through constant adjustments.”

Veronika Höller, Global Search Lead at Tresorit, pointed out that the privacy debate is ongoing and that having an alternative like the Privacy Sandbox doesn’t guarantee its effectiveness:

“The focus should be on encouraging users to share their data voluntarily for a more personalised experience. Building trust and brand awareness is crucial. Data is already out there on various platforms; we need to connect these sources rather than waiting for perfect solutions. Even if Google decides to completely remove cookies, we need to be prepared. It’s about being honest, highlighting the benefits, and directly communicating with our audience. Proactively building relationships and earning data is a more effective and sustainable approach.”

Navah Hopkins, Brand Evangelist at Optmyzr, noted that while advertisers may feel they’ve won a battle with Google, privacy regulations are still in place:

“The privacy-first approach is here to stay with GDPR, CCPA, and other regulations. The extension for cookies doesn’t change the fact that privacy rules are being enforced across various markets. Advertisers should not become complacent. Here are three key steps to prepare for a privacy-first world:

Build consent into all processes.
Understand that reporting effectiveness will vary by ad channel and device.
Consider strategies beyond Google and Chrome.”

Emphasis on first-party data and privacy

Digital marketing strategist Nicholas James commented that Google’s decision to reverse its cookie ban was anticipated due to the unfinished state of the Privacy Sandbox. The impact of this change on its effectiveness remains uncertain.

“Despite this, it’s important to focus on refining first-party data strategies. Success in this area will set apart the leading players in the changing digital environment.”

Fraser Andrews, Global Search Lead at JLR, views this development similarly to the recent update to consent mode v2:

“It’s ultimately more beneficial for advertisers to use data that users have consented to, assuming they leverage it effectively. My advice remains to secure access to consented data and optimise its use to improve performance.”

Heinz Meyer, Director and Owner at Orris Digital, believes the media’s reaction to the news is somewhat exaggerated:

“Google isn’t completely abandoning its plan to block third-party cookies. Instead, users will have the option to allow third-party cookies. Therefore, my recommendation is to continue preparing for a world without third-party cookies, as we did previously.”

Broader industry implications

Marketing strategist Reid Thomas views Google’s reversal as an acknowledgment that no effective tracking solution has emerged other than cookies.

“Efforts to develop non-cookie tracking methods, partly due to browser restrictions, have not succeeded. Google and the IAB have tried to find alternatives but have been unsuccessful. For advertisers, it’s wise to continue preparing for a future without cookies. Around 30% of users are already in cookie-free environments (e.g., Safari on mobile, Firefox, Opera, and some Edge users). Recent data indicates that cookie-based targeting often delivers poor ROI and isn’t much better than random targeting.”

Thomas believes this move is less about returning to past methods and more about accepting that a new cookie solution isn’t on the horizon. The focus should now shift to finding new ways to reach audiences effectively.

Lisa Erschbamer, Director of Digital Advertising at Proficio, isn’t surprised that Google couldn’t find a profitable solution without risking media budgets with other ad networks.

“However, the growing awareness of data privacy means that more PPC specialists are likely considering a broader strategy beyond Google Ads. This shift in perspective can be a positive development.”