The original phasing out was due to come into place in Q2 of 2022 but has been pushed back to late 2023. The delay was announced by Privacy Engineering Director Vinay Goel, who claimed, “it’s become clear that more time is needed across the ecosystem to get this right.”
Google’s decision to take a more responsible approach will be a welcome relief for many PPC Managers across the globe. With such uncertainty over the new policy, many advertisers have been scrambling to get campaigns and clients ready in such a short space of time. This has been particularly pressurized in such turbulent economic times.
Now, with more clarity being added to Google’s Privacy Sandbox, this should allow the disappearance of third-party cookies to happen more smoothly. At PPC Protect, we’re huge advocates of data privacy, so whilst things may be delayed, a comprehensive solution is always preferred to chaos.
A Phased Approach
Whilst this new timeline throws advertisers’ plans out the window once more, Google plans to be more transparent with its schedule. An initial description of each stage has been published, with more details to be released on privacysandbox.com shortly.
The delay, and more strategic approach, hopes to discourage alternative forms of individual tracking such as fingerprinting from replacing cookies. Google also wants to preserve the livelihoods of businesses that currently give their content away freely.
A stop-gap solution for many publishers was looking to be gating all resources in exchange for data. Perhaps this will allow for more creative approaches to be undertaken.
Data privacy has always been a focus for brands, but only if it’s done in the right way. A cookie-less world makes many people nervous, so taking a slow-and-steady approach will ensure everyone stays on the right track.
With more time to prepare, we can continue to run the ads and remarketing campaigns that work right now, whilst testing cautiously towards this new future. The move may be delayed, but it’s still coming – adopting a privacy-first stance will always serve you best.