Google has done it again. It may resemble Britney Spears’ song “Oops, I Did It Again” but this time it is different. It is not about the US government divesting money from TikTok. This matter is something else. 

Google has been in trouble for the past few years. Courts in the United States, India, Australia, the European Union, and the United Kingdom are scalping the tech giant for its continued and repeated use of third-party cookies in advertising. Its advertising system has also come under scrutiny for using Stasi-style operating mechanisms instead of giving consumers their rights.

A lot of digital marketers fell for the initial nonsense Google brought in. Many were serious when Google launched its cookie removal initiative for some Google Chrome users in a trial. However, the tech giant takes the process seriously. Let us now see what this means for marketers.

Google postpones the demise of Third-Party Cookies

Those following Google’s plan to remove third-party cookies will probably find out that they aren’t going anywhere for now.

Google for the third time delayed the end of ending use of third-party cookies. It wanted to do so in the Google Chrome browser. Once again, the tech giant jeopardized the ad industry’s plan to away from programmatic advertising based on surveillance.

The tech giant revealed in renowned publications that it has determined ongoing challenges to reconcile conflicting feedback from industry, developers, and regulators. It is working closely with the whole digital ecosystem. In short, a lot are disappointed with Google because they find the tech company to be selfish.

News Flash: Google will do it in 2025. But given their current direction, it isn’t likely at all.
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With rising revenues come a rising number of complaints

It was last week that the Competition and Markets Authority (CMA) of the United Kingdom decided to decode Google’s tactics. It determines how much the third-party cookie deprecation will give Google more benefits than others. Hence they have had a lot to say when it came to years of Google’s efforts to curb third-party cookies.

The CMA recently listed 80 issues. This is twice the amount it shared a few months ago. They primarily revolve around Google artfully covering up third-party denigration. It helps the company retain first-party data within the ecosystem and use data as it pleases.

It should be kept in mind that Alphabet (Google’s parent company) announced last week that it broke its earnings, raised revenues, and distributed its first dividend. Advertising revenue across their ecosystem was able to drive this successful trend (credit goes to YouTube in particular).

Hence Google wants to ensure that whatever they do with third-party cookies does not interfere with the way the tech giant makes it money.

The CMA is asking Google to put its tactics on hold. Other advertising groups are advising to determine Google’s plans by waiting a bit more. Advertisers are also following suit. Hence Google is more than willing to sort it out after putting the matter on hold. 

What is in store next?

What happens now? What happens next? Probably nothing. Nothing will happen because everyone is now aware of the way Google works. Its advertising system si already draconian. In fact, it is like a digital Stasi where consumers’ rights are at stake.

Professionals from a digital marketing company in Dubai reveal that 58% of advertising professionals see the planned denigration of third-party cookies being pushed to 2025. A lot of them aren’t even doing anything about it.

Google will further delay the process by another year, two, or maybe three years. Third-party cookie deprecation won’t happen early and Stasi-style advertising will still be the norm (and major player) for the near foreseeable future. 

However, executives from other advertising and tech companies are skeptical. They believe Google’s delay should not make others complacent. However, it is unfortunate that many have become complacent. However, it sort of makes them complacent. The industry’s hurdles indicate Google won’t be ending third-party cookies anytime soon due to a lack of alternatives.

What could be the further roadblock?

Media companies are not waiting for Google to make the move. They are securing first-party data quicker than the tech giant. This helps them create improved tactics for data and monetization. They are also moving to cookie-free solutions in advertising. Some brands are beginning to adopt more first-party data solutions to make sure their capabilities are crystal clear.

Conclusion

Google already has been facing lawsuits over a wide array of issues. Among them is the third-party cookie problem. The tech giant is facing notices and is already in a lot of hot water. Alphabet, Google’s parent company recently employed strategies to improve the situation. However, things haven’t been improving as Google is still resorting to using Third-party cookies.