5 Questions Marketers Have About Google’s Announcement To Retain Cookies

In a surprising twist, Google has decided to retain third-party cookies in Chrome—for now. While this might seem like a short-term relief, it’s clear that the tides of privacy standards are turning. Still, the headline and the uncertainty surrounding what exactly their ‘new experience in Chrome’ for users will entail are leaving marketers with a cliffhanger. While we await more news on that front, we’ve answered 5 questions marketers have about Google’s announcement to retain cookies.

Can we finally relax?

Google has extended its deadline multiple times, therefore some of us marketers are skeptical that the announcement to retain them now could be a different tactic to further delay the phasing out of cookies. While it’s easy to become complacent under the assumption of additional postponements, it’s vital to stay proactive. Safari and Firefox have already blocked third-party cookies by default. This, if anything, could be an indicator of the direction Google would be moving towards with its new user experience.

How will this impact our current marketing strategies?

This should not affect those of you who have begun exploring cookieless alternatives to targeting audience groups and advertising. Avoid hitting the pause button or reverting to heavily relying on cookies again. Instead, you should continue to use this time to research and test alternative solutions like first-party data and contextual advertising. Explore and invest in cross-platform advertising to mitigate potential interruptions arising from dependence on Google’s long-term strategies. By understanding and leveraging multiple platforms, you can be more adaptable to any shifts in the market.

Have we wasted money in investing in privacy-preserving infrastructure?

With the GDPR and CCPA setting the tone, privacy-preserving advertising is at the forefront of brands, users, and service providers alike. This isn’t merely about compliance; it’s about brands building relationships based on respecting user consent and safeguarding personal data. We will ultimately require solutions that cater to our users’ preferences.

Today’s digital natives are more privacy-savants than any previous generation. They prefer transparency and control over their data, which means they’ll align with brands that offer just that. Ignoring privacy concerns while marketing could mean ignoring the concerns of a significant chunk of our audience base. Any movement towards adhering to protecting users’ privacy can only be considered a progressive investment. CMOs would be wise to continue with the investments made toward user privacy initiatives.

How should we prepare for future changes?

While the future might seem uncertain, one thing seems to repeatedly get reinforced: change is the only constant. As privacy becomes the cornerstone of digital interactions, adapting to a cookieless environment is not just prudent—it’s imperative. This is our chance to redefine digital marketing, build genuine trust, and engage with audiences on a deeper, more meaningful level. Here are some ways marketers can press forward:

– Evaluate the performance metrics of campaigns that rely on third-party cookies versus those that don’t, and make data-driven decisions. Develop tactical plans for ad-targeting, and build strategies focused on cookieless performance marketing every quarter to avoid getting caught off guard.

– Double down on building robust first-party data collection practices. Invest in Customer Relationship Management (CRM) systems and ensure all touchpoints with customers are optimized for data capture.

– Encourage your team to brainstorm and pilot innovative marketing techniques, such as contextual advertising and advanced AI-driven personalization methods that do not rely on third-party cookies. Partner with AI solution providers to leverage machine learning for predictive behavior modeling.

What should we consider when investing in cookieless marketing solutions?

When investing in cookieless marketing solutions, we should consider the robustness, adaptability, and privacy compliance of the available technologies. You need not go too far to opt into a cookieless world as there are several platforms that leverage first-party data and contextual advertising and incorporate other methods that show relevant ads without tracking individuals on the web.

You can also seek products to ensure effective targeting without relying on third-party cookies. For instance, Pixis AI, from its very inception, anticipated the looming uncertainties surrounding cookies and proactively developed products designed to operate independently of cookie data. The patented AI-powered algorithms have garnered the trust of over 400 brands worldwide, delivering exceptional and measurable ROI.

Pixis’s advanced AI-driven features utilize predictive analytics and real-time data processing to facilitate accurate audience targeting and personalization without relying on cookies. By focusing on privacy-compliant strategies and leveraging first-party data, Pixis ensures marketers can engage with their audiences effectively, maintaining relevance and compliance in a rapidly evolving digital landscape.

Marketers’ efforts to devise alternative strategies to track and target consumers will not go in vain. Google’s decision gives additional breathing room, but it’s crucial not to squander this time. Marketers, don’t get too comfortable; the push toward a cookieless future is not just ongoing—it’s necessary.

Want to know more about Pixis AI and how it fosters privacy? Follow us on LinkedIn, or book a free demo.