Listen to our CEO Vaughan Chandler in this Mi3 Australia podcast discussing Google's decision to delay the deprecation of third party cookies.
Google had planned to phase out third party cookies in it's Chrome browser in early 2022. However, in an update released on the 24 June 2021, their new plan is to delay this until mid-2023 subject to their engagement with the United Kingdom’s Competition and Markets Authority (CMA).
Vaughan and fellow panellists share their views on what this means for businesses and the industry, and importantly the need to keep moving towards first party solutions.
While this delay has afforded organisations some welcomed breathing space, it's imperative to keep forging ahead and use this time well to test and learn, make necessary changes, and start realising the value first party connections and data creates.
"Most companies we've been talking to have really only mobilised out of necessity or fear rather than out of desire. So it’s quite likely some companies will take their foot off the pedal. But that would be a bad idea."
Vaughan Chandler, Co-founder & CEO, Crystal Box
Read the full article from Mi3 here: Google's reversal risks 'nasty return of cookie bombing and garbage attribution' if marketers shelve first party plans; what now and what next for marketers and publishers?
Key points:
- Google’s backflip will likely see a “nasty resurgence” of cookie bombing and extend the life of “garbage” digital attribution models, per consultant and former Westpac digital chief, Nick Barnett.
- But he has a letter for marketers to copy and paste to their board.
- Former Qantas Loyalty lead Vaughan Chandler says marketers taking their foot off the gas “would be a big mistake”. But he thinks some may.
- News Corp’s Suzie Cardwell says the shift to first party data models has too much steam to be derailed – and brands that require control of their data, audiences and measurement will keep going.
- Third party cookies’ life extension may have an impact on DMP/CDP strategies, says adviser Chris Brinkworth. But does everybody really need a CDP?
- 10 Viacom CBS’ Josh Slighting thinks industry must focus on the bulk of digital advertisers if it wants to avoid being continually sidelined by big platforms.
- Frankfurt-based consultant Phil Eligio breaks down what really went wrong for Google’s grand plan – and what publishers should do next.
