Google’s Cookie Plan Has Crumbled. What’s Next for Marketers?

Last week, Google announced that it will maintain the use of third-party cookies in its Chrome browser — despite years of planning to phase them out. So, what does this change mean for marketers? Is the cookiepocolypse over? How should advertisers move forward? 

Let’s talk about it.

First things first — what is the cookiepocolypse?

The cookiepocolypse refers to the looming disappearance of third-party cookies, or the bite-sized pieces of code that track what a user does on their device across different websites. 

Marketers use cookies to identify customers, personalize their experiences, and target various audiences online. In addition, some brands also rely on vendors who use third-party cookies to offer certain experiences on their website that they don’t want to build themselves — such as a chat service that can track what product page a customer is looking at when they start the chat. 

But with data privacy concerns growing among consumers, Google announced in 2020 that it’s planning to phase out support for third-party cookies in the coming years to make web browsing more secure for users. Other web browsers, including Safari and Firefox, also vowed to remove the use of cookies. This kicked off what we now know as the cookiepocolypse, holding major implications for how retailers advertise and shaking up the ecommerce landscape. 

So, why is Google keeping third-party cookies?

After years of planning to phase out the use of third-party cookies in its Chrome browser, Google ultimately postponed the project last week, citing complex challenges involved in replacing cookies as well as the significant effect it has on the digital advertising landscape. 

Instead of removing third-party cookies, Google now plans to let individual users make informed privacy choices — a new plan the company is reportedly discussing with regulators and industry partners.

What’s next for marketers? 

Industry experts advise marketers to remember that Google’s cookie reversal doesn’t signal a complete rollback on the elimination of third-party cookies. In fact, browsers like Safari and Firefox currently block cookies by default. And despite Google’s decision to postpone the removal of cookies from Chrome, users may still opt out from allowing cookie tracking. 

So while Google’s move buys advertisers more time if they rely on cookie-based technology, it's crucial to start shifting strategies as the industry continues to move in the direction of a more privacy-focused open web. 

Rely on influencers instead of cookies

Influencer marketing is a crucial strategy for brands as third-party data diminishes and consumers demand more trust and authenticity. Why?

1. Influencers have first-party audience data

To continue providing personalized shopping experiences for customers, you need data. Without third-party cookies, you may lack the important information that used to be the key aspect of your performance marketing strategies. But by working with influencers, you can gain access to something even better: first-party data.

Influencers have access to first-party data directly from their followers — data they can legally share in an aggregated, anonymized form for a specific campaign with a specific brand. Privacy concerns are minimized because influencers own the data directly from the interactions with their audience. Marketers can leverage this high-quality data to predict future patterns, gain audience insights, and perhaps most relevantly, personalize their content and ads. 

2. Influencers have relevant audiences

Influencers have devoted audiences who not only have similar interests as them, but also look to them for product recommendations and advice. For instance, people follow travel influencers to fulfill their wanderlust and get inspiration for their next vacation, or they follow beauty influencers to learn how to achieve a similar makeup look. Because of this, their followers want to know everything from the everyday products they use to what the creator is eating and wearing. In other words, influencers have real relationships with their followers, making their recommendations relevant and trustworthy. 

Despite having limited cookies to track and retarget your ideal consumer, you can still reach them on various social platforms by working with influencers who have audiences that represent your ideal customer profile. Find creators who are real brand fans and align naturally with your products and mission. Since they have loyal audiences who share similar interests, working with them will allow your brand to reach those who matter most to you in an authentic way.

3. Influencers are master storytellers

While the marketing landscape is constantly changing, one thing that has not changed is the importance of great storytelling. The best marketing campaigns seek to inspire consumers with engaging stories around the brand. 

For example, to promote its personalized products, M&M’S ran a Mother’s Day influencer marketing campaign that leaned into the power of storytelling. Influencers gifted custom M&M’S candy to the mother figures in their lives, while sharing heartfelt memories and stories in their post. With the help of creators, M&M’S was able to tell captivating stories around the brand, while showcasing the value of its personalized products — resulting in the most successful Mother’s Day campaign to date. 

The good news is that your brand can do the same. Influencers are master storytellers, who can share how a brand or product has helped them solve a problem or changed their lives for the better. Their genuine stories paired with their high-quality content makes their sponsored post more compelling than any brand-directed paid media content. At the end of the day, it’s real people — not ads — that hold the power to sway the perceptions and purchasing decisions of their friends and family.

Leverage the power of influencers in the post-cookie world

With the help of influencers, your brand will be able to continue building relationships with your target audience, with or without cookies. While you may not be able to track and retarget consumers based on third party data, you can leverage first party audience data from influencers to gain insights, reach relevant audiences, and create personalized ads paired with engaging stories. 

Learn how the world’s leading brands are driving impact with influencers in our guide, The Secret to Efficient Growth.