Google’s cookie turnaround

After several years of planning to deprecate the third-party cookies in Chrome, Google has announced it is reversing that decision.

Instead, Google will “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,” according to the blog post by Anthony Chavez, VP of the Privacy Sandbox.

Whilst this news is important, we should remember that third-party cookies are no longer the foundation of digital advertising. A significant proportion of the open web has been cookieless for some time, and other digital channels, such as Connected TV, have never used cookies.

This decision does, however, add to the ongoing uncertainty in the industry. Google’s Privacy Sandbox, despite showing promise, has not yet fully addressed user privacy or provided comprehensive tools for advertisers, and many publishers have invested time and effort in testing it.
 

Innovation amidst uncertainty

Despite a lack of detail on the new plans, it is safe to say that the prospect of third-party cookies' removal sparked significant innovation across the ad tech industry and many have adopted new ways of working. Investing heavily in understanding identity and consumer behaviours in a privacy-centric way has removed dependency on cookies, which had limitations on reaching target audiences effectively.

At Experian, we’re speaking to brands and agencies that have pivoted their approach and have looked at privacy-friendly methods for insights, targeting and measurement that can be used in any digital channel.

From advanced machine learning algorithms that predict consumer behaviour to sophisticated identity frameworks that combine various data sources, the industry has shifted its focus away from cookie-reliant solutions – and this innovation will continue, regardless of the recent news from Google.

Maintaining only partial coverage of third-party cookies means advertisers need to adopt solutions that are capable of stitching together identities across device, browser and channel. However, these solutions need to respect the privacy of the consumer - respecting their rights and with the right levels of transparency regardless of processing grounds.

Google’s new approach aims to give users more control over their data, which Apple did some time ago. Ironically, this decision could speed up the deprecation of third-party cookies. By putting the power in the hands of consumers. For iOS App Tracking Transparency (ATT) framework, approximately only 25% of users in the UK opted in to tracking, so we might see a quicker reduction in cookie dependency.

At Experian, privacy and transparency are at the heart of what we do, and our transparency is supported by a consumer-facing brand. Our Consumer Information Portal (CIP) is an industry first. It provides consumers with the information they need to know about how we handle and use data, offering clear choices for opt-out.

Building on this heritage Experian Consumer Sync is a sophisticated addressability and linkage tool that connects various identifiers, including third-party cookies, UIDs, IP addresses, and hashed emails, ensuring effective addressability and engagement in a privacy-conscious environment. While the specific identifiers may change over time, Consumer Sync is designed with this flexibility in mind, futureproofing its usability and adaptability to evolving industry standards.
 

How can Experian support?

Covering over 80% of UK households and leveraging more than 500 million digital IDs, including third-party cookies, Consumer Sync provides a scalable, privacy-focused solution. It enables businesses to integrate their first-party data, enhance it with detailed demographic insights, and extend their reach across multiple channels.

More information about Consumer Sync can be found on Experian’s website.