The tech giant revealed in a surprise blog post on Tuesday (23 July) that it had decided not to remove third-party cookies, instead giving users the ability to make informed choices about accepting cookies.
Cookies are small files stored on your computer, that allow sites to gather information and track your activities; they are very often used by digital marketers to build up profiles of potential customers, who are then targeted with specific advertising.
The UK’s data privacy watchdog, the Information Commissioner’s Office (ICO), was disappointed in Google’s u-turn, the BBC reported.
Stephen Bonner, deputy ICO commissioner, said: “It has been our view that blocking third-party cookies would be a positive step for consumers.
“The new plan set out by Google is a significant change and we will reflect on this new course of action when more detail is available."
The mailing industry had celebrated Google’s plan to cut third-party cookies – those not hosted on Google’s own system – as part of a drive to greater privacy on the internet. The logic was that the less digital advertisers know about their audience, the stronger physical mail becomes as a marketing channel.
Google’s u-turn, and decision to build a third-party cookie system that will operate alongside its own and give users an “informed choice”, might therefore be seen as a setback to mailers.
Tom Maskill, chief commercial officer at B-corp mailing house Webmart, disagreed, he told Printweek: “Google’s flip-flop on cookies illustrates the challenge digital marketing faces in balancing user privacy with effective advertising.
“Whilst some in the print industry may see this as a setback, it doesn’t alter the continued (and correct) movement towards better online privacy tools for consumers.”
Ian Gibbs, director of data leadership and learning at mailing insights service JICMail, likewise saw the continued trend towards data privacy as a strength for direct mail.
“Just because Google has reversed its decision on third-party cookies, doesn’t suddenly mean that all of the problems that the advertising ecosystem has identified and experienced with third-party cookies in campaign targeting and measurement over the last half decade have suddenly disappeared.
“Neither has the time and effort [been wasted] in finding more credible alternatives, such as bolstering first-party data capabilities, or investing in best practice measurements for campaigns.
“Fully permissioned first-party data, attributable, transparent, and privacy-compliant, is a must. This is the type of data our industry thrives on.”
Maskill added: “Brands will continue to look for performance in the first instance, and the performance of mail speaks for itself.
“At Webmart, our advertising mail volumes have increased 12% year-on-year in the first six months of 2024, and JICMail insights show an uplift in engagement. Regardless of the state of cookies, whilst mail continues to perform it will continue to be a powerful tool in the marketing mix.”
