As Google Changes Course on 3P Cookie Deprecation, 1P Data & Multi-Signal Approaches Remain Key

Google recently announced that Chrome will no longer deprecate cookies for all users. 

Rather than doing a complete removal of 3P cookies across all Chrome browser users, Google now plans to introduce new elevated user controls within the browser to disable/enable 3P cookies. 

This shift has marketers wondering if their preparations for cookies’ demise have been for naught. Have they wasted time and resources planning for a cookieless future? Have they transformed their marketing organizations for a world that will never be?

The answer to these questions is a resounding no. Efforts have not been wasted; it remains as important as ever for marketers to prioritize cookieless solutions and solid 1P data foundations and strategies.  
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Here’s why….

There will be less 3P cookies.

3P cookies aren’t completely disappearing from Chrome, but there will be less. Chrome’s elevated ‘User Choice’ will allow users to disable cookies, and when it launches there will likely be a high initial 3P cookie loss rate. 

This will decrease the value of 3P cookies. Modeling efforts based on 3P cookies alone will be poorly fit and unreliable.   Additional data signals will be needed to offset the loss and to maintain media and marketing performance. 
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‍Complex consumer journeys combined with continued shifts toward privacy demand new approaches and a focus on 1P Data.

Consumer journeys are becoming increasingly complicated and fragmented. As a result, marketers need to rely on multiple signals versus individual identifiers to be successful. 

And as privacy continues to be a top concern of the industry and consumers, high-quality and consented 1P data is paramount.
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‍The future is here.

The reality is that we’re already living in a world where multi-signal approaches and 1P data are key drivers of marketing performance. 

Those who’ve started to explore, test, and embrace cookieless solutions in expectation of 3P cookie deprecation should stay the course and continue to diversify their signals and reduce reliance on 3P cookies. 

If you haven’t started to evolve your organization, it’s a good time to start. Here are a few ways: 

1. Ramp Up Your 1P Data Capture & Store it in the Cloud:
   Audit your marketing organizations’ internal data practices with an eye on 3P data usage. Identify where and how you are currently using 3P cookies. 
   
   Then shift your focus toward collecting and leveraging 1P data. This could mean enhancing your website to encourage users to sign up for newsletters or creating engaging content that prompts users to share their information.  
   
   It is also vital to store this data in the cloud. Storing your 1P data in the cloud creates a centralized customer data foundation that can be connected to almost anything and accessed from every part of your marketing organization. It ensures your data is scalable and extendable.
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2. Explore 1P Data Solutions in Google Marketing Platform:
   Google features like Enhanced Conversions, Google Analytics 4, Advanced Consent Mode, and Google Tag reduce reliance on 3P cookies and can help scale the value of marketers’ 1P data. 
   
   Built with privacy at their heart, these durable solutions support long-term performance especially when used as part of an integrated approach.  
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3. Test Cookieless Measurement:
   Marketers should explore measurement solutions with low reliance on 3P cookies. For example, they should test solutions like marketing mix models, incrementality testing, causal impact studies, and regression-based attribution. 
   
   All these approaches can help marketers understand the impact of their efforts on sales and revenue in a world with less cookies.
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‍Looking forward

Ultimately, Google's decision hasn't changed the imperative for marketers to adapt. 

Embracing multiple data signals, testing cookieless solutions, and prioritizing consented, 1P data will be pivotal in navigating complex consumer journeys and maintaining marketing effectiveness in the years to come. 

Marketers who have already begun this journey are well-positioned to thrive, while those who haven't should seize the opportunity to evolve their strategies, capabilities, and technology now.