Advertisers have responded with a mix of emotions to Google’s decision to retain cookies on Chrome. While some express skepticism and lack of surprise, others feel relief and have positive reactions. Many advertisers emphasize the importance of first-party data and a privacy-first strategy in light of this decision.
Niki Grant, a paid media specialist, was not surprised by Google’s decision and believes that privacy concerns related to third-party cookies were blown out of proportion. She appreciates Google’s candor in admitting that they haven’t found a viable alternative yet.
Julie Bacchini, president and founder of Neptune Moon, sees Google’s reversal as a sigh of relief for advertisers. She believes that the ad ecosystem is heavily dependent on cookie data and that finding an alternative would be challenging.
Gil Gildner, the cofounder at Discosloth, compares Google’s announcement to “The Boy Who Cried Wolf” fable, suggesting that Google often announces changes but later scraps them or pushes back the dates. He believes that this is a tactic to motivate users to adopt new technology.
Sarah Stemen, a paid search specialist, suggests that Google’s delay in phasing out third-party cookies may be strategic. She believes that Google is under scrutiny for antitrust behaviors and that the proposed Privacy Sandbox raises barriers for competitors. Stemen believes that Google is buying itself time to refine the Privacy Sandbox or make its implications less transparent.
Some advertisers express relief and positive reactions to Google’s decision. Asher Mirza, a digital and performance marketing specialist, sees it as great news for performance marketers but shocking as a consumer. Sophie Fell, director of paid media at Two Trees PPC, believes that this decision is beneficial for advertisers who struggle with their first-party data.
Others have mixed feelings and stress the need for adaptation. John Gbemileke Adeoti, growth marketing lead at Expedier, is relieved but annoyed by the constant changes from big tech companies. Veronika Höller, global search lead at Tresorit, believes that the focus should be on empowering users to share their data willingly for a personalized experience.
Advertisers also emphasize the importance of first-party data and privacy. Nicholas James, a digital marketing strategist, believes that refining first-party data strategies is crucial. Fraser Andrews, global search lead at JLR, recommends focusing on consented data to enhance performance. Heinz Meyer, director and owner of Orris Digital, advises preparing for a world without third-party cookies.
Lastly, advertisers discuss the broader implications of Google’s decision. Reid Thomas, a marketing strategist, sees it as an admission that there isn’t a solution for tracking other than cookies. Lisa Erschbamer, director of digital advertising at Proficio, hopes that more PPC specialists will start thinking beyond Google Ads and consider it as part of a whole strategy.
Overall, advertisers have varied reactions to Google’s decision to retain cookies on Chrome. While some express relief and positive reactions, others have skepticism and stress the need for adaptation. The emphasis on first-party data and privacy remains crucial in the evolving digital landscape.
