by
August 12, 2024
In a notable development, Google has announced a U-turn in eliminating third-party cookies from its Chrome browser, a decision that has brought relief to many in the advertising industry.
While this might seem like a victory for advertisers and marketers who have historically relied on cookies, the reality is that the industry has been preparing for a cookieless future for quite some time and as such the decision has been met with some frustration also.
For companies like us at Fonemedia, Google's decision may not significantly impact our operations as initially expected. This is likely the case for many other companies in the industry as well. The gradual decline in the use of third-party cookies across various platforms and browsers has been happening quietly, prompting the industry to innovate and embrace new methods of targeting and tracking.
Additionally, cookies can be blocked and deleted, leading to incomplete and unreliable data.
The overall decrease in third-party cookies across the internet and various browsers, regardless of Chrome's stance, indicates that the use of cookies is already diminishing and nearing obsolescence.
Marketers should not rely on cookies as a primary technology for tracking. Instead, they should look towards more sophisticated models that can track consumer behaviour across multiple platforms and touch-points. Utilising first party data remains important and companies should be looking to utilise their own data as much as possible.
Get in touch with our Business Development Team to find out more about our tracking and products here: Contact us.
