Google’s cookie crumble – why the end isn’t really the end
Ed Raine, strategy director at data, creative and performance marketing agency, Jaywing, explains why Google’s cookie backflip doesn’t necessary mean its the last we’ll hear of this issue.
After pushing back their self imposed deadline several times, Google have cancelled their plans to eliminate third-party cookies. Despite years of searching for an alternative solution that gives consumers privacy over their data while still providing advertisers with an effective method to target them, they came up short. Why is it so hard?
Well, Google is caught between a rock and a hard place. On one hand, their users (and regulators) are asking for a better experience in the form of reduced tracking and increased privacy. On the other hand, that detailed tracking plays a critical role in how Google makes its money from advertisers.
It’s a similar story to the position they find themselves in with AI. They recently announced the ‘Search Generative Experience’ to much fanfare, but AI overviews only appear for approximately 15% of searches – probably because doing so had a significant impact on their advertising revenues.
Regardless of why it happened, what does it mean:
