Worth the wait?

Google’s latest announcement shares that they will no longer be deprecating third-party cookies…

Is anyone else getting whiplash? We have been waiting and preparing for Google to remove the cookie from Chrome for the last four years, with months of scrambling to make sure we have solutions in place, tried and tested; to prepare ourselves for this seemingly monumental occasion and now it seems like a bit of an anticlimax.

So, what’s the impact?

Let’s be honest, many marketers will have given a huge sigh of relief at the news, but should we have? In the lead up to the depreciation, it’s not just marketers who have been preparing, the tech we use has evolved with new tech emerging also. Are we to cast these aside?

Reading the announcement, I’d say absolutely not. Whilst the cookie will remain (for now), we can’t get comfortable with this. In the article, Google states that “we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time”.

This means that we still need to be on the ball when it comes to privacy and targeting. Now is not the time to take your foot off the gas. We have already seen a few 180s, so much so that we’re starting to feel a bit dizzy over here. As we’re not entirely sure what the ‘new experience’ entails, we should be preparing for… well, just about anything.

Take the leap, you’re in safe hands

At Fox Agency, we started this journey way back in 2021 and have been operating in a cookieless first mindset ever since, which isn’t changing any time soon. We have been working with our partners to ensure that we’re targeting in the most effective way possible, whilst considering user privacy.

Google is still working to a “more private web”, which is great from a user perspective, but does mean we need to be vigilant as marketers and not lose momentum on our strategies.

If you want to find out more about how we’re not only challenging ourselves, but our partners as well, then speak to our digital experts today.