Google’s decision to delay the third-party cookie crumble once again last week was no surprise to marketers. The proverbial can had already been kicked down the road a few times. Doing so again, seven of whomst told Digiday, allows more time to potentially minimize the impact on advertisers.
While the eventual disruption of third-party cookies ending in Chrome is a foregone conclusion, the pain felt by advertisers may not be as apparent as that felt post-iOS 14. Continuing to move the goalposts may be repetitive but marketers are happy with the move as they’d prefer Google get it right and find ways to be as thoughtful as possible with the change rather than hit a deadline.
“This conversation started in 2020, and at that time it inspired a lot of other really crucial conversations about how we approach media planning, privacy, performance, and how we collaborate,” said Valerie Schlosser, group director, paid search at VML. “Fast forward to now and it’s still very present in our everyday conversations with each other and clients, but the trajectory is the same. It’s just a steady climb. Things are always changing in this industry anyway, so you always have to be ready to pivot — with or without the proper heads up.”
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