The Adtech world was jolted when Tech giant Google which aimed to diminish third-party cookies before 2022. However, Google now delayed its plan until 2023.
In a blog post on June 24th, 2021, Google informed the world about its decision, writing that its engagements with regulators in the UK over “Privacy Sandbox” means that third party cookies will be blocked in 2023, not in 2022 as previously announced.
You might be wondering here, what are third-party cookies? Why is Google delaying its plan? Why does Google want these third-party cookies out? How will it affect the advertisers?
Well, don’t worry, Seers is going to explain this all to you.
What are third-party cookies?
The cookies stored under the different domains that you are currently visiting are known as third-party cookies. And the function of these cookies is to track the users between different websites and show more relevant ads between websites.
Why does Google want third-party cookies “out”?
Google’s plans of phasing out third-party cookies is part of a much bigger plan of creating the privacy sandbox with open standards for tracking users while safeguarding their privacy.
What does Google’s announcement mean for advertisers and marketers?
Google wants to end third-party cookies, but it also wants to develop new effective technologies in this regard, providing security to users’ data. As stated in the statement in the blog:
“Today, Chrome and others have offered more than 30 proposals, and four of those proposals are available in origin trials. For Chrome, specifically, our goal is to have the key technologies deployed by late 2022 for the developer community to start adopting them. Subject to our engagement with the United Kingdom’s Competition and Markets Authority (CMA) and in line with the commitments we have offered, Chrome could then phase out third-party cookies over three months period, starting in mid-2023 and ending in late 2023.”
Well, Google’s third-party cookie killing program has been the talk of the town since 2019. Google has revealed new technologies like trust tokens and APIs etc., which also mirror its commitment.
This announcement simply has bought more time for the advertisers and marketers to adapt and find new ways other than third-party cookies keeping in mind that CMA has given Google the go-ahead with major retooling.
Why is Google delaying its “third-party cookie killer” program?
The UK’s Competition and Markets Authority (CMA), in coalition with the UK’s Information Commissioner’s Office (ICO), was working to comprehend the results of Google’s planned move.
And interestingly, the CMA released a statement in which it accepted the proposed commitments from Google. These proposed commitments will allow the regulator to halt or block the deprecation of any cookie if it is not satisfied.
This development can be considered as the reason for the delay.
In this regard, the consent management solutions aid in the valid consent procurement and block third-party cookies automatically until the user gives consent is the best, just like Seers Consent Management Platform (CMP). You can sign in and start free.
Seers CMP is Viable Even Third-Party Cookie Fade-out :
Seers Consent Management Platform is best because it makes sure that you remain compliant with all data protection regulations like GDPR, LGPD, CCPA, and ePrivacy.You can easily install it in three minutes.
Seers CMP with its dynamic function and unique features is feasible to use even when the third cookies fade out.
For First-Party Cookies, You Will Need Consent:
Even after the shutdown of the third-party cookie, the first party cookie will still function by default in the browser ( as well as Google Chrome), and they will continue to need consent in most cases unless the purpose of the cookie is “strictly necessary” for the basic functioning of the website.
The Seers CMP helps in taking valid and transparent consent as per the various data protection regulations.
Scans And Blocks All Tracking Technologies & Third-Party Cookies:
Seers CMP’s auto-tracking technology scans, detect, and blocks the ultrasound beacons, pixels tags, and many other tracking technologies on the internet.
Seers CMP is highly equipped to detect trust tokens and APIs etc.
You Will Need Seers CMP For Explicit Consent:
Regardless of what technology is used, be it Local Storage, trust tokens and APIs, etc., you will need explicit consent. Seers CMP will help you take the consent of users before any data is stored.
You Will Need Seers CMP For Informed Consent:
In the future, too, you will have to give all information to your users about the tracking technologies, APIs and trust tokens, etc. For this purpose, you will need notices, and Seers CMP, with its fully customisable cookie consent banner, gives you a choice to design your banner as you deem perfect.
Aligned with Google Consent Mode and Interactive Advertising Bureau (IAB)
Even after the shutdown of third-party cookies the Seers CMP aligned with Google Consent mode will give aggregated data even when the users reject the “consent” to share data. And in collaboration with IAB, we serve to thrive in the digital economy
SEERS Module for Better Comprehension
We are continuously developing and launching a module explaining Google privacy initiatives and compliance solutions. Because we welcome any innovative and less-lethal tracking methods that can help find a balance between digital advertising and user privacy.
In this whole landscape of prevailing data protection regulations and increased accountability systems, it has become complicated for the ad tech world to comply and obtain consented users’ data. Other Big tech giants should join hands with the ad tech industry to construct technologies that can ensure data protection and privacy.