On January 4, 2024, Google officially started the transition to a digital environment without advertising directed by third-party cookies. This significant change marks the beginning of the gradual deactivation of cookies in the Chrome browser. The implementation will start timidly, covering only 1% of the user base, allowing Google to evaluate the possible impacts for publishers and advertisers.
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Privacy Sandbox: The Concrete Home
This initial deactivation milestone is part of the initiative called Privacy Sandbox, a Google strategy to drive the transition to end of tracking cookies of third parties. Google plans to extend this gradual deactivation, starting with 1% of Chrome users and then extending to the entire browser base by the end of the year.
It is important to note that the initial deadline may be changed. Google, commenting on the start of the process in December, highlighted that the “initiative is subject to any remaining changes regarding competition, presented by the UK Competition and Markets Authority. ”
The Advancement: Contextualizing Change
Closing third party cookie tracking, vital in digital advertising, was prepared by Google over several years. Initially mentioned in 2021, Google proposed restricting access to cookies the following year. However, this schedule was postponed, first to 2023 and later to the second half of 2024.
The delay, according to the company, had the purpose of offering more time to the market to adapt to this new digital reality without cookies. Google also needed more testing for Privacy Sandbox, its set of digital data tracking solutions without the use of third-party cookies.
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Preparation for the End of Cookies: The Importance of Own Data
Given these postponements, advertisers, agencies and publishers have sought to prepare for the new reality. The predominant alternative has been the targeting of efforts for empowerment in the collection, ownership and management of own data, known as first party data.
According to Alexandre Kavinsky, president of the IAB Brazil Privacy and Personalization Committee, companies are investing in technologies such as CRM (Customer Relationship Management) and CDP (Customer Data Platforms) to safely activate and use this data. It highlights collaboration between different areas, including Marketing, Technology, Data, Analysis, Compliance and Governance, as crucial for an integrated approach to post-cookie transition.
Brazilian Market Current State
In June, IAB Brasil released data from the State of Data Brazil study, indicating that 52% of respondents felt prepared for the scenario without cookies, an increase of 15% compared to 2021. However, the study also revealed opportunities to expand knowledge and advance technology for data use.
Although companies are gradually recognizing the need to collect and use their own data, there is still room for the expansion of knowledge and technological improvement. Preparation for the end of third-party cookies requires a holistic approach, involving collaboration and implementation of alternative privacy-based targeting solutions.
In this transformation scenario, it is imperative that companies are aligned with the best practices and emerging technologies, ensuring a smooth transition to the post-cookie era.
