The non -death of the “cookies”: how has your pardon sat in the digital industry?

For approximately five years the digital industry had been engaged in a heated debate on the “Death” of the “cookies”announced to Bombo and Planetillo by Google in 2020, later postponed on multiple occasions and finally suspended definitively. A few days ago Google realized its intention to maintain third -party “cookies” in Chrome, so those affected by such a cached death will be exonerated from adapting to the future “cookieless” that has been spoken by the elbows in the last five years and can remain faithful to the “status quo” prevailing to date.

In 2020 Google first announced that it would banish the “cookies” of third parties in the Chrome browser. However, the ose of the “cookies” (the one who was presumably put to put up the digital advertising industry) was repeatedly postponed by the Internet giant (to a large extent because they were not making enough progress in the project Privacy Sandboxthe program in which the technological titan had been working for five years to develop alternative methods to “cookies”).

Google drawn conclusions and in July last year announced that third -party “cookies” would continue to make way on Google. On the table he continued, however, the possibility that the user had the opportunity to free himself from the yoke of the “cookies” (that trace all their movements in the social network). If there were that possibility, we would still continue talking about the death of the “cookies”, whose survival options would have inevitably seen a possible “opt-out” by the user. However, approximately two weeks Google decided to undo all the way to date and leave everything as it was before announcing the disappearance of third -party “cookies” in 2020.

The eradication of the “cookies” would have strengthened the privileged position in the Google market

“Google’s decision is mainly a response to the negative ‘feedback’ by the digital industry and also to the challenges that in the regulatory and technical level that supposed the eradication of the ‘cookies’,” explains Phillip Laudien, commercial managing director of Teads, in statements horizon. And is that In the sector there was a more than remarkable resistance to the Google Privacy Sandbox project. “The companies of the ‘Ad Tech’ bouquet criticized the lack of scalability of the new approaches proposed by Google, the ‘publishers’ prioritized short -term income and, on the other hand, obstacles of a technical nature such as the attribution and processing of data in real time ended up slowing down also the adoption of Privacy Sandbox,” says Laudien. In addition, it has been clear, according to Laudien, that “there are very different perspectives on the future of ‘cookies’ within the digital industry, which has made the development of a uniform replacement system much more complicated.”

For his part, Norman Wagner, Managing Director in Germany, Austria and Switzerland of the ID UTIIQ solution supplier, suspects that Google’s decision to definitively suspend the death of “cookies” obeys above all and above all to concerns directly related to competition authorities. “Originally Google wanted to use Privacy Sandbox to make an allegation in favor of data protection and thus expand its privileged position in the market,” says Wagner. However, this double Google strategy (clearly interested) did not go unnoticed for competition authorities. “And the regulatory agencies in the United States and the United Kingdom soon warned that the death of ‘cookies’ could be translated in a greater market concentration by Google,” he adds.

In the opinion of ULI Hegge, CEO of the European Nesto Foundation, Privacy Sandbox, The alternative of Google AA the third -party “cookies”, was merely a short -term solution which also raised serious long -term problems and virtually divided into two irreconcilable teams to the “players” of the digital industry: those who wanted everything to continue as always and those who were willing to undertake changes in favor of a greater privacy of the user in the network of networks. From Hegge’s point of view, those “players” assigned to the second group will continue to invest probably in the “First-Park” data and other alternative solutions to reduce their dependence on the “cookies” (as much as these do not finally go to a better life).

That the “cookies” will not disappear finally does not mean that you do not have to continue working in alternatives to them

What seems clear is that The fact that the “cookies” have been amnestied by Google will not prevent the “players” of the digital industry from having to deal with an increasingly complex situation in this area of ​​activitywhere they live, after all, a plethora of “targeting” solutions whose scope does not cover the entire market. In this sense, “brands and data suppliers must make absolutely decisive decisions in the future in relation to the ‘targeting’ solutions that are more promising for them,” says Benedikt Schmitt-Homann, Managing Partner Audience & Omni Solutions of Annalelect.

It should also be remembered that The target audience groups to which it is possible to rely on the “cookies” is each time small. “The ‘cookies’ today arrive today between 30% and 50% of the target audience,” says Schmitt-Homann. And users are simultaneously increasingly sensitive to data protection. In this context, the decision of whether or not to survive “cookies” should not be in the hands of a single “player”, says Wagner, which recommends brands to work on ID solutions alternative to the “cookies” of a lifetime.

“Those ‘players’ who continue to trust closed ecosystems when launch Stephan Jäckel, Managing Director of Emetriq. “It’s time to work even harder than before in alternative solutions to ‘cookies'”asserts.

For its part, Markus Caspari, Head of Performance Marketing & Digital Consulting of Dentsu in Germany, Augura Absolutely seismic changes in the field of digital marketing as a consequence of the frank entry into the AI ​​scene. “In a new context in which the content comes first to AI and this is delivered below to the user without the intermediation of navigators of any kind, the rules by which the digital marketing has been ruled so far will inevitably change and with them also the relevance of the ‘cookies’,” Caspari prophesies. In his opinion, the “AI overViews” of Google and the tendency of the “click” are the essential ingredients in the recipe for the change that is to come in the digital marketing industry.