In case you missed it, Google announced on July 22 that cookies are sticking around in Chrome. This has caused quite a stir among marketers, advertisers, and really anyone who’s been watching closely. But before you start celebrating or panicking, let’s break down what this really means.
TL;DR
- Cookies are still unreliable.
- Focus on robust data strategies, better measurement standards, and consumer privacy.
- Audit your data practices, invest in first-party data, and ensure legal compliance.
- Stay committed to data modernization and advanced analytics to stay competitive.
What Was the Big Announcement?
On Monday, Google decided to ditch its plan to deprecate third-party cookies in Chrome. Instead, they’re introducing a new opt-in framework for Chrome users that “lets people make an informed choice that applies across their web browsing.” Privacy Sandbox, a suite of API-based solutions tested for years and meant to replace cookies, lives on. The latest update leaves more questions than answers but paints a new picture for the future.
Why Should You Care?
- Complicates Progress: The looming “death of the cookie” pushed many to improve data governance and measurement standards. With the delay, some executives and decision-makers might be tempted to hit pause on these crucial initiatives.
- Industry Readiness: Despite indications to the contrary, many brands are still deeply reliant on third-party cookies. A recent scan showed 82% of the top 100 most visited websites in the U.S. still use them. Even those who claim to have moved on from cookie-based strategies still have remnants of cookies causing data governance headaches, slower page loads, and subpar user experiences. (ObservePoint can help you see if and where your company is still deploying third-party cookies)
- No Clear Path Forward: Cookies have been on the decline for years, and this isn’t changing. With ad blockers, privacy controls, and walled gardens, relying on cookies is a losing game.
So, What Should You Do?
Don’t let this announcement stunt progress and momentum. Whether you’re just starting to think about data strategy or you’re already knee-deep in modernization, here are some tips. It’s important to note that there is no single playbook to follow. Take a pause after your audit to determine your objectives and strategy before building a roadmap. If you need help with any phase of this project, reach out to our team. We’re happy to help guide you through the process or partner with your engineering, analytics, and marketing teams so you can move faster and gain an outside perspective.
For Brands Yet to Evolve Their Data Foundations:
- Audit Your Programs: Time for a thorough check-up. Review your current practices and identify gaps, not just in technology and data but also in people, process, and culture.
- Create a Roadmap: Balance quick wins with longer-term initiatives needed to set the right foundation.
- Move Beyond Cookies: Don’t wait. Start reducing your reliance on cookies now. Clean out your tag manager containers and keep only what’s necessary.
- Upgrade Technology: Invest in server-side tracking, first-party data collection, and consent management. But remember, tech alone isn’t the answer.
- Strengthen Data Governance: Set up frameworks for data quality and compliance. This should already be top of your list if you’re leaning into future AI opportunities.
- Understand Legal Responsibilities: Ensure legal counsel is strategically involved in your martech and data strategy discussions.
- Align Your Team: Get everyone on board with your new data strategies. Collaboration is key. If your data initiatives are siloed, you may need to knock on some new office doors.
For Brands Already Investing in Modernization:
- Stay Committed: Keep investing in data infrastructure, tech, and people (don’t forget partners).
- Optimize Systems: Regularly review and enhance your data systems. What works today might not work tomorrow.
- Focus on First-Party Data: Build direct customer relationships and integrate digital data for a unified view.
- Use Advanced Analytics: Apply predictive modeling and advanced analytics to gain deeper insights and make better decisions. “Bottom-up,” attribution-based approaches are insufficient on their own.
- Understand Legal Responsibilities: Ensure legal compliance in all your data strategies.
The Bottom Line
As buzzworthy topics like personalization at scale, the cookieless future, and AI come and go (or stay for good), one truth remains: Companies that succeed ignore the noise, build a strong foundation, create an adaptable roadmap, and avoid scrambling to catch up.
If you need help digging into these changes and what they mean for your business, don’t hesitate to reach out! An audit is the place to start, and we have a 360° approach to help you understand your current state and build a roadmap for success.
