By now the news has hit every corner of the world that Google has elected to stop the full deprecation of 3P Cookies. There is anger, frustration, meme’s galore and plenty of eyerolls at the decision. With the dust settling, many are asking, what do we do now? The short answer is “Nothing”.
Much of the key elements are already in place (Apple’s ITP; Private Browsing; Legislation; etc.). The 10-15% of durable, trackable, available cookies really do not provide much true value. That number will continue to dwindle as Google Chrome will allow for a more comprehensive preference experience, as well, and give users the ability to change their settings as they see fit. The journey that companies have been on to move to more durable measurement strategies (MMM / Test & Learn / Incrementality Focus / Clean Rooms / Aggregated Attribution, etc.) should still be the direction forward.
Traditional MTA, even with this news, is still never coming back. Companies need to continue focusing on leveraging first party (1P) data and data-sharing partnerships. Leveraging other’s 1P data (Retail Media Networks like CMX, AHOLD, Roundel, Walmart, Uber etc.) should continue to be at the top of everyone’s list. Sure, the Google/Meta remarketing tags will now continue to function, but not in a meaningful way. Leveraging conversion tags will be semi-functional, but the server-to-server connections and CAPIs still need to be on the production roadmap.
Perhaps, Google realized that the privacy battle wasn’t theirs to own anymore or that the push from government wasn’t quite as strong as it once was. Maybe they saw frustration mounting and manifesting into media dollars being redirected to platforms that truly supported a more transparent data share (Tradedesk and the UID2.0 network).
At the end of the day, the reason doesn’t matter and the outcome doesn’t change where companies are headed. Don’t be distracted by the news, just shrug your shoulders at Google being Google and continue putting your focus on the elements that can be in your control or that you are comfortable with.
For any questions or concerns Blend is here to help and continue to support companies evolve their measurement capabilities, 1P data accessibility and durability, and ability to activate in this challenging (and ever evolving) ecosystem. Contact us today.
By now the news has hit every corner of the world that Google has elected to stop the full deprecation of 3P Cookies. There is anger, frustration, meme’s galore and plenty of eyerolls at the decision. With the dust settling, many are asking, what do we do now? The short answer is “Nothing”.
Much of the key elements are already in place (Apple’s ITP; Private Browsing; Legislation; etc.). The 10-15% of durable, trackable, available cookies really do not provide much true value. That number will continue to dwindle as Google Chrome will allow for a more comprehensive preference experience, as well, and give users the ability to change their settings as they see fit. The journey that companies have been on to move to more durable measurement strategies (MMM / Test & Learn / Incrementality Focus / Clean Rooms / Aggregated Attribution, etc.) should still be the direction forward.
Traditional MTA, even with this news, is still never coming back. Companies need to continue focusing on leveraging first party (1P) data and data-sharing partnerships. Leveraging other’s 1P data (Retail Media Networks like CMX, AHOLD, Roundel, Walmart, Uber etc.) should continue to be at the top of everyone’s list. Sure, the Google/Meta remarketing tags will now continue to function, but not in a meaningful way. Leveraging conversion tags will be semi-functional, but the server-to-server connections and CAPIs still need to be on the production roadmap.
Perhaps, Google realized that the privacy battle wasn’t theirs to own anymore or that the push from government wasn’t quite as strong as it once was. Maybe they saw frustration mounting and manifesting into media dollars being redirected to platforms that truly supported a more transparent data share (Tradedesk and the UID2.0 network).
At the end of the day, the reason doesn’t matter and the outcome doesn’t change where companies are headed. Don’t be distracted by the news, just shrug your shoulders at Google being Google and continue putting your focus on the elements that can be in your control or that you are comfortable with.
For any questions or concerns Blend is here to help and continue to support companies evolve their measurement capabilities, 1P data accessibility and durability, and ability to activate in this challenging (and ever evolving) ecosystem. Contact us today.
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