(Well, for now.)
On Monday, Google announced that third-party browser cookies are here to stay, eliminating plans to deprecate cookies by the second half of 2024. It’s unclear whether cookies will ultimately disappear in the future, but currently, Google is taking an actual elimination date off of the table.
What are Browser Cookies?
Browser cookies are small data files (which appear as code) that are stored on a user’s device by the websites they visit. Advertisers use browser cookies to track behaviors across different websites, creating profiles of user interests and activities. The data can also be used to deliver targeted ads that are more likely to be relevant to the user, which significantly improves campaign performance.
In 2020, Google announced it was working to end the use of cookies, which put digital advertisers into a downward spiral.
Why the Change of Plans?
Google has delayed the removal of browser cookies several times due to worry and pushback from advertisers who feared the changes would have negative impacts on campaigns.
That’s essentially why Google has decided to cancel its plan to get rid of third-party cookies.
“In essence, it boils down to Google’s acknowledgement that the marketing industry was not ready for this change,” Cripps’ Holman told CNBC.
Google’s new plans
Instead of eliminating cookies altogether, Google plans to introduce a new feature in Chrome that allows users to customize how cookies operate across all of their web browsing activities.
“We’re discussing this new path with regulators, and will engage with the industry as we roll this out,” the firm said.
The practice of using third-party cookies to track web activity has helped fuel much of the digital advertising ecosystem, and with this news, that practice will continue to be a helpful resource for advertisers.
