Google cans Cookie plans, industry reacts to 'plot twist'

After Google announced scrapping third-party cookie deprecation, the industry has taken to social media to express their reactions to the much-anticipated move. While some say that this isn’t a surprise to them, some point out that this may mean a tough time for ad tech firms that primarily fixed their business models around alternatives to third-party cookies.

“Turns out, life completely without cookies is just too tough to swallow! Looks like our digital diets aren't ready to go gluten-free yet. So, keep those cookies coming to our browsers,” shared DangleAds Technologies Founder and CEO Pulkit Narayan in a post.

For the uninitiated, Google’s Anthony Chavez, VP, Privacy Sandbox noted on Monday that the tech giant is not going to deprecate third party cookies, and instead will introduce an updated approach that elevates user choice. Google will introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.  

Gowthaman Ragothaman, Founding CEO, Aqilliz took to LinkedIn to share that all the legacy companies which were still trying to fix privacy with a “square peg in a round hole” solution, now don’t have any other ingredient to run their system. “All the legacy companies which made a business out of fixing Google’s problems will suddenly not have anything else to do. It is a coup, by Google. Privacy Sandbox was a distraction for them, which could have significantly destroyed their Web3 and AI vision. Now the deck is clear,” he further wrote.

Digital expert Anil Pandit shares that just when we thought we'd have to learn a whole new language, Google tells us our old 'cookie' vocabulary still works. “Talk about a plot twist!”

He further highlighted in a post that almost 50% of the web is cookieless. “CTV is cookieless mobile in-app is cookieless, DOOH is cookieless, ad blockers are on the rise. With Google's roll out of opt-out features, the web will only become more cookie-less. Does this warrant any change in stance? Is it time to feel relieved?,” Pandit posed.

Deepak Pant, Principal - Data Analytics Consulting at EPAM Systems points out that the decision has positively affected ad-tech company shares, but widespread user opt-outs could still diminish cookies' effectiveness, benefiting Google's internal data-driven ads.