In a surprising twist, Google announced on July 22nd that it will no longer disable third-party cookies in Chrome., contradicting its own decision published repeatedly since 2019. The change of position comes after years of pressure from the advertising market, who feared the negative impact of the end of cookies on the success of campaigns and revenue for millions of companies
This is Rafael Ataide., Director of Data & Tech of the full service agency Adtail, states that the reaction to the announcement has been a mixture of feelings. There 's 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 now plans to allow trackers to continue to be used, promising to develop a solution for the user to decide how his navigation will be, in accordance with the General Data Protection Act (LGPD) in Brazil
Parallely, Bigtech continues with its Privacy Sandbox project, an alternative initiative to cookies aimed at serving programmatic advertisements without revealing individual data. Despite the criticism and challenges faced, the project is still in the testing phase and seeks market adherence
Even with the maintenance of cookies, Rafael Ataide points out that the strategies and learnings developed in recent years to circumvent a future without them can still be useful. Initiatives to collect primary data, strengthening organic marketing and the need for user-centric marketing strategies will continue to rise, points
The director of Adtail points out that data privacy remains an essential issue for marketing and advertising, And professionals in the field should remain vigilant..
