Chrome’s new privacy framework and what it means for advertisers

At the end of July 2024, Google announced that they are abandoning plans to deprecate third-party cookies in Chrome. Instead, Google intends to pivot to a consent-based model, allowing users to opt in or out of third-party cookies within their Chrome settings.

Not much is yet known about exactly how this new privacy framework will function. It’s not clear, for example, if Chrome will opt-out users by default. With that said, those details aren’t necessary to assess the overall impact this change will probably have. Following a brief sigh of relief, most advertisers are realising that the big picture remains simple: cookie deprecation is still coming. 

What will the future look like? 

By implementing a consent-based cookie model, Google is merely shunting the responsibility for phasing out third-party cookies onto Chrome users. This move could make it more difficult for regulatory bodies like the CMA to proactively intervene in Google’s Privacy Sandbox plans but doesn’t otherwise change the direction of travel. Even with cookies operating on a consent basis in Chrome, it’s likely that most internet users will have third-party cookies disabled in the long term.

Statistics change by country, but a survey in 2021 found about 61% of UK respondents always accept cookies when prompted by a website’s consent banner. This may seem like a reasonably high proportion, but it is worth bearing in mind that many people report opting-in not because they like personalised ads, but because it's easier to hit accept than to set cookie preferences. What's more, many users who accept cookies may simply be fatigued by the number of banners they encounter, or confused by the technical language.

When Chrome allows users to opt-out of third-party cookies at the browser level, therefore, there will almost certainly be a corresponding drop in acceptance rates. For evidence of this, look no further than opt-in rates on iOS 14+ devices, which plummeted to 16% after the introduction of Apple’s ATT framework back in 2021. Some good news can be found here too, however, as ATT acceptance rates have been climbing ever since and are now at or close to 50% in many countries.

If Google’s approach to cookie consent mirrors Apple’s ATT, with users able to give individual sites permission to set third-party cookies, then it’s possible a similar trend will materialise for Chrome. Some cookie availability could be retained, but for less than half of the browser’s users. Ultimately, only time will tell.

What should advertisers be thinking about now? 

In the meantime, advertisers should continue to pivot away from targeting strategies which rely on third-party cookies. First-party data, contextual targeting and machine learning remain the most effective and future-proof targeting strategies as we move towards the post-cookie world.

Get in touch today to find out how equimedia can help you to run ad campaigns using innovative targeting techniques. We are waiting to hear from you!