Adsmurai 
In a recent decision that marks a significant shift in Google's privacy policy, the company has announced that it will keep third-party cookies active in its Chrome browser. This decision puts an end to initial plans to phase out these cookies, which had been announced as part of the Privacy Sandbox initiative. In this article, we break down what this means, how it compares to other browsers and what implications it has for online privacy and digital advertising.
TABLE OF CONTENTS
What has Google decided?
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Maintaining third-party cookies: Google has decided not to remove third-party cookies in Chrome as planned. This means that, unlike other browsers, Chrome will continue to allow the use of these cookies, which are crucial for personalising ads and tracking users across different websites.
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Focus on user choice: Instead of disabling cookies by default, Google will introduce a new experience in Chrome that will allow users to make informed choices about their browsing preferences. Users will be able to adjust their privacy settings according to their needs, providing greater control over how their data is used.
Comparison with other browsers
Unlike Chrome, browsers such as Safari and Firefox already block third-party cookies by default. This has been done as part of a stricter approach to user privacy, limiting the ability of advertisers to track users' browsing activity across different websites.
The decision to keep cookies was announced via the Privacy Sandbox blog, Google's initiative created to develop solutions that enhance online privacy while preserving the functionality of digital advertising. Privacy Sandbox has been experimenting with various technologies to replace cookies, but none of them have been as successful as expected so far.
Reasons for the decision
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Challenges and criticisms: The decision to keep cookies responds to a number of technical challenges and criticisms that Google has faced. The complexity of the digital advertising ecosystem and the need to balance user privacy with advertisers' interests have led Google to reconsider its strategy. Third-party cookies are critical to ad personalisation and thus to the revenues of Google and many other players in the advertising industry.
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Collaboration and feedback: Google has worked collaboratively with regulators such as the UK CMA and the ICO, as well as publishers, web developers and advertising industry groups to receive feedback and design solutions that are workable and balanced. This feedback has been crucial to understanding the implications of removing cookies and developing an approach that strikes a balance between privacy and advertising functionality.
Continuity and new initiatives
Despite maintaining cookies, Google will continue to invest in the Privacy Sandbox APIs. These APIs are designed to improve online privacy without compromising advertising effectiveness. IP protection will also be introduced in Chrome's incognito mode, offering an additional level of privacy for users.
While alternatives such as FLoC and Topics APIs have been met with criticism and concerns about potential privacy risks, Google continues to champion the positive outcomes of these technologies and continues to work to improve their functionality.
Reflection and future
This decision reflects the complexity of balancing user privacy with commercial interests in the digital ecosystem. While protecting privacy is essential, it is also critical to reduce our reliance on third-party cookies and leverage proprietary data, exploring alternatives such as first-party data and server-side signals to achieve this:
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Greater control over data
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Improved performance and reliability
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Consistent user experience across browsers
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Increased durability and future-proofing
To this end, in 2022 Adsmurai developed One Tag, a solution that allows us to continue to move forward and to bet on first-party data. This tool redefines online user tracking and makes it easier for advertisers to maximise their investments in digital media, a crucial pillar to achieve their business objectives.
One success story is that of Universae. With the implementation of Adsmurai One Tag, it optimised its signals and results, maximising the efficiency of its advertising spend. Universae experienced an outstanding 9% increase in leads, with a 14% reduction in cost per lead (CPL).
Another example is the implementation of the Conversions API on Pinterest for Stradivarius, which delivered an 82% increase in the volume of machined checkouts and more valuable insights that contributed to better campaign performance. In addition, Stradivarius achieved a 28% reduction in CPA after the relevant implementations.
The industry will need to continue to innovate to find solutions that satisfy both users and commercial players. Consumers expect a safer and more private browsing experience, and it is essential to continue working towards technologies that can meet these expectations without disrupting the functioning of the advertising ecosystem.