Google Doesn’t Control All of the Cookies
You don’t need to dread the onset of the cookieless world. Here at Marketsmith, we’ve transitioned all of our clients to enhanced attribution methods behind the scenes; here’s a few cookie questions that we posted a few months ago to help get you started. Nevertheless, marketers may have bought themselves a little time to brainstorm for the new marketing landscape, after Google’s most recent announcement to extend the deadline to deprecate third-party cookies from January 2022, to the end of 2023. We’re here to help dissect this issue to tell you what you need to know.
Google Cookies: What Are We Waiting For?
The reality is cookies have already been eliminated from many platforms, browsers, and devices; brands have already been affected by these changes. But this news only affects those utilizing cookies in Google Chrome. Cookies already don’t exist in Apple’s browser, Safari. To put it in perspective, let’s look at the market share between Chrome and Safari in the United States across the different platforms.
Across both desktop and mobile, Chrome users make up 49% of market share of browser usage, with Safari following at 35%. When looking at only mobile users, Safari actually takes the lead with 54% of the market share (compared to Chrome’s 38%). With mobile usage increasing year over year, the idea of Google getting rid of cookies doesn’t even affect the majority of people (who utilize Safari on their mobile devices). We want to drive the conversation towards finding better ways to create a 1:1 connection with users, across any and all platforms. We believe in working with our partners to develop identity resolution solutions that work cross-channel and do not rely on browser cookies to attribute and measure (IP address, Gmail ID’s, etc.).
But Why the Delay to Go Cookieless?
There are several factors impacting the delay of the deprecation of third-party cookies. Google has put together the Privacy Sandbox, which details several plans as to how companies can target consumers without third-party cookies. Google doesn’t want to completely phase out third-party cookies until they are confident that all of their advertisers will have a smooth transition and that their cookieless technology is perfected to make the switch seamless.
There are concerns that if approved, the Privacy Sandbox will lead to even greater consolidation of power, and advantages for Google. There are even several antitrust lawsuits and investigations looking into the Sandbox Privacy efforts and how it will impact the tech world.
The Cookie Conundrum – Start Building your First Party Data Today.
While many brands are apprehensive about the uncertainty of the cookieless world, here at Marketsmith we have identified solutions that utilize cookies as well as those that do not; in addition to our efforts behind-the-scenes, we believe advertisers should take this opportunity to build their first party data, such as adding email captures to your website, whenever you can. No matter when the cookieless world comes, it is crucial that you partner with an agency that is constantly reviewing, vetting, and proactively partnering with companies that provide innovative solutions to the cookie conundrum. Marketsmith is here to help.