Marketers urged to prepare for ‘low-cookie world’ as Google abandons plans to deprecate third-party cookies
Rather than removing third-party cookies, Google has proposed an “updated approach” that claims to “elevate user choice”, but experts encourage marketers to continue pursuing other forms of targeting and measurement.
Google has confirmed it will no longer phase out third-party cookies in Chrome, instead proposing an “updated approach”, but despite the U-turn marketers are still being urged to pursue other ways of targeting and measuring.
Google first outlined its plan to deprecate third-party cookies in 2020, but it has now put forward an alternative it claims will “elevate user choice”.
Anthony Chavez, vice-president of Privacy Sandbox – Google’s solution to third-party cookies – says this change will “introduce a new experience” in Chrome, enabling people to make an “informed choice” when browsing the web, with users able to adjust this choice at any time.
