On July 22 of this year, Google announced that it will no longer disable third-party cookies in Chrome, going against the decision repeatedly announced by them since 2019. How cookies are the main method of ad personalization on the internet, without them, the success of the campaigns could be affected and the revenue of millions of companies would be at risk. Not by chance, the market has been pressuring big tech for years to rethink the decision — what, clearly, had an effect
But what has been the reaction to the announcement? According to Rafael Ataide, Data & Tech director of the full-service agencyAdtail, there is a mix of feelings surrounding the change. "The reversal is not completely unexpected", considering the significant pressure from the advertising market and also the regulatory pressure on Google. There is a certain relief, as many marketers rely on third-party cookies for the targeting and effectiveness of their campaigns. But there's also a sense of frustration., because it is a setback in data protection initiatives
Google's plan from now on is to allow trackers to continue in use, but with the promise of developing a solution for the user to decide how their navigation will be. In Brazil, this resource will be in accordance with the demands of the General Data Protection Law (LGPD), that requires clear user consent regarding the collection of their personal data
Privacy Sandbox
Google brought its own alternative initiative to cookies: Privacy Sandbox, a publicity channel that broadcasts programmatic ads without revealing individual data. "The proposal for advertisers is a technology called FLoC (Federated Learning of Cohorts)", where users will be grouped based on common interests, allowing companies to target their ads without the need to access each user's data, explain Rafael
However, the transition to this advertising model proved to be more complex than expected. From technical challenges to regulatory concerns, the Privacy Sandbox has received numerous criticisms and is still in the testing phase. But it was not discontinued — even now with secure cookies, the project must move forward in search of market adherence
Cookie-free alternatives
Despite the relief of many companies with Google's change of decision, a good part did not spend the last years idle. Various solutions have been devised to face a future without cookies, and they were not necessarily developed in vain
The strategies and lessons to navigate the situation can still be useful. Initiatives for collecting primary data, strengthening organic marketing and the need for user-centric marketing strategies will continue to rise, points Rafael
Whether by the LGPD or by the advancements that the world demands over time, data privacy remains an essential topic for marketing and advertising. This explains why the Privacy Sandbox remains active, for example, and because professionals in the field must stay alert.
