Google addresses third-party cookie deprecation concerns: ‘It’s time to move’

Google advised advertisers to take urgent action by investing in AI as it addressed potential third-party cookie deprecation delays.

The UK’s Competition and Markets Authority (CMA) warned the tech giant last month that it could not proceed with the removal of third-party cookies unless it resolved some privacy concerns first.

However, it appears Google is confident these issues will be ironed out ahead of time as Dan Taylor, the company’s vice president of Global Advertising Strategies, confirmed it is still on track for a cookieless Chrome in the second half of 2024 as planned. With that in mind, he told advertisers that it’s “time to move” and look for long-term cookie alternatives during an interview with Campaign.

Marketers aren’t ready. Taylor claimed that just 30% of markets feel prepared for third-party cookie deprecation. He also noted that both advertisers and publishers have been reluctant to invest in cookie alternatives.

Moving forward. Advising how advertisers should navigate a cookieless world, Taylor suggested overcoming signal loss by prioritising the following:

  • AI investment.
  • Refined targeting.
  • Measurement and ad delivery strategies.

Taylor also suggested providing more information and control to consumers. For instance, letting them know when their data is being used and explaining the value it brings. He added:

  • “Reminding consumers in the moment when use of their data is actually delivering value to them is far more powerful because they can decide whether or not that data is useful to provide at that moment or whether it’s an experience they find creepy or don’t want. It’s not viable for us to just recreate the same technologies under a new guise.”

Investing in AI. Taylor reiterated the importance of using AI to reach your target audience in a cookieless environment. He concluded:

  • “Digital marketing was built on the promise of precision and when that precision goes away, your predictive capabilities need to go up. Fortunately, we think AI is at a point where it’s going to take the industry into the next decade of innovation.”
  • “For businesses, you can either ignore these enforced changes until it’s no longer tenable, or you can start investing in AI and become a more adaptable, versatile organisation.”

Why we care. Marketers still heavily reliant on targeted advertising through third-party cookies should act promptly to explore alternative methods for reaching high-value consumers. Failing to prepare could have catastrophic consequences for campaign performance.

Get the daily newsletter search marketers rely on.


See terms.


Deep dive. Read our SEO and the future world without cookies investigation for more information.

ObadeYemi

Adeyemi is a certified performance digital marketing professional who is passionate about data-driven storytelling that does not only endear brands to their audiences but also ensures repeat sales. He has worked with businesses across FinTech, IT, Cloud Computing, Human Resources, Food & Beverages, Education, Medicine, Media, and Blockchain, some of which have achieved 80% increase in visibility, 186% increase in month on month sales and revenue.. His competences include Digital Strategy, Search Engine Optimization, Paid per Click Advertising, Data Visualization & Analytics, Lead Generation, Sales Growth and Content Marketing.

Share
Published by
ObadeYemi

Recent Posts

Nigeria moves to create single powerful regulator for fintechs with proposed bill

Nigeria’s House of Representatives, the 360-member lower chamber of the National Assembly, is considering a…

4 hours ago

Antler’s new Lagos cohort features TC Battlefield startups

Antler, a global investment network that focuses on early-stage investments, officially kicked off its latest…

4 hours ago

10 best email marketing tools for financial service businesses in 2025

Running a financial-services business is about far more than moving money in and out of…

16 hours ago

10 best email marketing tools for event planning businesses in 2025

Planning events is about more than venue bookings and catering — it’s about orchestrating countless…

2 days ago

6 best email marketing tools for cleaning companies in 2025

Running a cleaning company is about more than mops and elbow grease — it’s about…

2 days ago

Loop Marketing vs Inbound Marketing: How they work together

TL;DR: Loop marketing enhances inbound marketing for the AI era by adding four continuous stages…

2 days ago