In surprising news, Google has decided to abandon its plan to eliminate third-party cookies from its Chrome browser. This decision, initially poised to revolutionise online tracking, has left many campaigners wondering about the implications.
Google’s proposal to phase out third-party cookies had been one of the most significant changes on the horizon for digital tracking. The idea was to replace these tracking codes with a more privacy-focused alternative.
However, finding a solution that balanced advertisers’ needs with privacy commitments proved too challenging. Despite extensive testing, Google couldn’t devise a system that satisfied both advertisers and regulators: the balance between data privacy and effective tracking was never found. But despite the many delays until now, Google’s reversal has still come as a surprise to many digital marketers and campaigners.
So what’s next? Even Google seems uncertain. They have vaguely promised a new system, stating that instead of deprecating third-party cookies, they would introduce a new experience in Chrome that lets people “make an informed choice that applies across their web browsing”. This might resemble the “do not track” options already available in other browsers.
Some questions you might have:
What are Third-Party Cookies?
Third-party cookies are small pieces of code dropped on your browser by a website you visit. For instance, when you’re on a news site, Google might drop a cookie to track your behaviour for analytics or advertising purposes. These cookies allow websites to recognise returning visitors, facilitating functions like automatic logins and personalised experiences.
What motivated the plan to scrap third-party cookies?
The primary motivation behind Google’s initial decision was privacy. Third-party cookies, though simple and effective, can expose sensitive information and aren’t equipped for secure, cross-device tracking. Privacy advocates and regulatory pressures have been pushing for more secure alternatives.
Why has scrapping them been such a challenge?
Replacing third-party cookies has proven difficult. Their simplicity and effectiveness in tracking user behaviour online have set a high bar. Despite advanced alternatives involving AI and complex modelling, none have matched the effectiveness of traditional cookies.
What does this mean for me as a campaigner?
The decision to retain third-party cookies in Chrome doesn’t mean plain-sailing ahead for campaigners. Browsers like Safari and Firefox have already eliminated third-party cookies, impacting the efficacy of remarketing and conversion tracking efforts, and a strengthened opt-out policy on Chrome may further weaken browser-based tracking, reporting and re-marketing efforts.
Despite Google’s reversal, campaigners should still consider the other tracking solutions out there which are considered more robust. The best possible route is to invest in building out your first-party data, such as gathering supporter email addresses and continuing to engage them directly.
Other tracking solutions, such as using enhanced conversions or server-side tracking such as Meta’s Conversions API are working out well for many commercial advertisers, though many on the political and nonprofit side remain sceptical about building closer integrations between their own servers and Meta, who are often perceived as an untrustworthy partner or a necessary evil.