In 2020, Firefox and Safari blocked the use of third-party cookies. Google promised to do the same, but it emphasized that it would conduct a segmented phaseout that would take a few years to bring to fruition. The company has pushed back its deadline several times, leaving many wondering if the search giant would actually follow through with its promise.
The other shoe finally dropped in late July 2024, when Google backtracked on its cookie phaseout strategy. Organizational leaders announced that it will no longer ditch their use of third-party cookies in Google Chrome.
What’s a Cookie, Again?
Cookies are small bits of text that websites send to your browser in order to help them remember your data and details about your visit. In turn, they enable site owners to target you with personalized content. Cookies can also auto-fill search details and make your experience more seamless.
First-party cookies aren’t all that controversial. They are placed in a browser by a website that a user voluntarily chooses to visit and interact with. It’s third-party cookies that are the source of significant controversy and data privacy concerns, as they are placed by websites other than the page the user is visiting.
Why Was Google Ditching Cookies to Begin With?
Google was looking to phase out third-party cookies for a few main reasons, which include the following:
- Consumers voiced privacy concerns
- A few of Google’s competitors got rid of third-party cookies
- Google was feeling the pressure from several groups
Opponents of third-party cookies also raised ethical concerns about tracking user behavior and collecting too much data on consumers’ search habits, pushing Google to announce the phaseout.
How Does the Search Platform Intend to Protect User Privacy?
While it is keeping third-party cookies, Google isn’t completely reversing course. Instead, the company is looking to modernize the Chrome experience and put more control in the hands of users. The brand claims these changes will promote informed decision-making while allowing Chrome users to customize their privacy settings.
Google is also committed to the Privacy Sandbox initiative. The project involves developing and offering users Privacy Sandbox APIs, which can promote better privacy protection for those savvy enough to use the versatile pieces of software.
Lastly, the search titan is making updates to its Incognito mode following the $5 billion privacy lawsuit over tracking users while they used (what was supposed to be) the browser’s private window. Chrome’s Incognito mode will now protect users’ IP addresses, thereby providing greater anonymity.
What the Change Means for Consumers and Your Business
The halted cookie phaseout means Chrome users won’t enjoy blanket protection from third-party tracking and cross-site targeting. Instead, they’ll have to familiarize themselves with Chrome’s new privacy settings.
If your business hasn’t phased out third-party cookies from its marketing strategy, the changes may not have that big of an impact. However, if you have already shifted to cookieless strategies, you may need to tweak your marketing tactics so you can maintain an advantage when targeting Chrome users.
Adapt and Get Noticed With Dagmar Marketing
If you’ve already shifted away from cookie-based targeting, the sudden change in Google’s plans could leave you unsure of what do to next. Unfortunately, that’s just the way the cookie crumbles in the rapidly evolving world of digital marketing — pun intended. But the good news is that there’s still plenty of time for you to reverse course as well.
If you’re not sure where to start or what to do next, Dagmar Marketing has got you covered. Our savvy digital marketing team stays up to speed on the latest developments and trends in the SEO and PPC industries, and we’re ready to help you win online despite shifts and changes Google throws at business owners. Contact Dagmar online or give us a call at 877-753-0050 to book a consultation.
Madison Stevens
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