Google Keeps Cookies.

After years of plans to eliminate cookie tracking, Google has decided they are not going to remove cookies altogether after all. The tech company originally wanted cookies to disappear by 2022, which would have a big impact on marketers. But due to delays and industry concerns, Google is now looking for other ways to improve privacy.

Balancing privacy & functionality

Google’s new strategy now focuses more on user choice rather than completely removing cookies. Soon, Chrome will allow you to customize and manage your privacy settings yourself for your website activities. This means that as a marketer, you will be able to more specifically set what data is collected, how it is used and have more options to customize privacy settings to suit your marketing strategy. By being more transparent about data collection, you can increase the trust of your target audience and have more control and flexibility as a marketer.

What this means for social media marketers

Google is working with regulators and the industry to make this new approach a reality. They want to both meet privacy requirements and support marketers in their campaigns and data analytics.

After nearly five years of uncertainty, there is finally clarity. In 2020, Google announced that they wanted to eliminate cookies by 2022 as part of their focus on data privacy. The original plan was to use the Federated Learning of Cohorts (FLoC) model, which could track user activity without revealing personal data. Now Google is adjusting its approach to strike a better balance between privacy and functionality, which is important for marketers in social media strategies and supported campaigns and data analytics.