Google announced on July 22 that it will no longer disable third-party cookies from Chrome, contrary to its own decision repeatedly released since 2019. The change in positioning comes after years of pressure from the advertising market, which feared the negative impact of the end of cookies on the success of campaigns and revenue of millions of companies.
Rafael Ataide, Data & Tech director at full service Adtail, says the reaction to the ad has been a mix of feelings. “There is some relief, as many marketers rely on third-party cookies for targeting and effectiveness of their campaigns.But there is also a sense of frustration, as it is a setback in the data protection initiatives”, he says.
Google now plans to allow crawlers to continue in use, promising to develop a solution for the user to decide how their browsing will be, in compliance with the General Data Protection Law (LGPD) in Brazil.
In parallel, bigtech continues with its Privacy Sandbox project, an alternative initiative to cookies that aims to serve programmatic ads without revealing individual data. Despite the criticisms and challenges faced, the project continues to be in the testing phase and seeks market adherence.
Even with the maintenance of cookies, Rafael Ataide highlights that the strategies and learnings developed in recent years to circumvent a future without them can still be useful.“Primary data collection initiatives, strengthening organic marketing and the need for user-centric marketing strategies will continue to be high”, he points out.
The director of Adtail points out that data privacy remains an essential topic for marketing and advertising, and professionals in the area should be vigilant.“We need to be ahead of initiatives that seek the balance between data protection and the economic viability of companies. Even with third-party cookies still present, this is a journey that does not end here”, he concludes.
