Less than 48 hours ago, Campaign Middle East shared news that had marketers shaking their heads around the globe: Google decided to abandon its previous plans and put cookies back into the Chrome jar.
The decision was a complete U-turn from its previous promises and policies, which seemed to be aligning towards eliminating third-party cookies, in partnership with the Google-backed Privacy Sandbox team.
Campaign Middle East shed light on how a world without third-party cookies would affect ad-buying strategies, hinder personalised campaigns, trim targeted advertising, impair attribution models, and reduce cross-site tracking, but would necessitate greater investment – of time, effort, and money – towards building direct relationships between brands and their consumers, improve trust and transparency, and increase the importance of first-party data and contextual advertising.
But in a world where third-party cookies remain “optional” and can be switched “on and off” at any given point of time, how would brands and marketers react?
Khaled AlShehhi, Executive Director of Marketing and Communication Sector, UAE Government Media Office, said that transparency, genuine engagement, and compelling storytelling are here to stay.
He said, “Google’s decision to make third-party cookies optional mandates a shift towards advanced AI for predictive models and contextual advertising. This will drive authentic brand-building through transparency and compelling storytelling, fostering trust and deeper consumer-brand collaboration where consumers willingly share their data in return for tangible benefits. Although this move inspires cautious optimism, future strategies must emphasise genuine engagement and value exchange.”
Other leaders representing brands across banking and business conglomerates called for marketers to continue keeping privacy and first-party data top of mind. Multiple leaders pointed to the fact that the continued collection of first-party data would help brands and marketers understand what consumers truly care about.
Vibhav Gaur, Vice President – Media & Digital Analytics, RAKBANK, said, “Google’s about-face on third-party cookies feels like a plot twist in a tech thriller—just when we thought we knew the ending, the story takes a sharp turn. While this keeps the status quo for ad tracking, it also nudges marketers to keep exploring privacy-friendly innovations. Adapt or cookie-crumbled, the game continues.”
James Herridge-Leng, Head of Retail & CPG, Braze, added, “The collection of first-party data not only builds trust but also encourages a reciprocal value exchange between a brand and the customer. This focus also simplifies compliance and reduces the risk of playing a game of cat and mouse with regulators and platforms.”
Nader Bitar, Director of Digital Revenues at SRMG, said, “Google’s decision to reverse the phase-out of third-party cookies is a positive development, allowing the advertising industry to adapt and innovate within a privacy-centric framework. SRMG already leverages advanced first-party data solutions, and this announcement will only further enhance our capabilities. We expect to foster better collaboration among agencies, advertisers, and brands, leading to more effective and responsible marketing strategies that ultimately benefit the end user and their privacy needs.”
Meanwhile, amidst the brouhaha of cookie conversations, Apple’s Hitchcock style-ad campaign focused on privacy, which takes on Google Chrome, has found a special spot in the limelight.
Haris Mumtaz, Marketing and Growth Lead – Digital Platforms, Ghassan Aboud Group, said, “This announcement from Google signals a significant shift in digital advertising. As marketers, we need to pivot towards first-party data strategies and embrace privacy-centric approaches. This move will drive innovation in targeting and personalisation, ensuring we maintain effective and compliant marketing practices.”
Hedaa Ashraf Ismail, Marketing Manager, Al Masaood Power Division, added, “The decision gives marketers more time to explore alternative metrics and tools that align with privacy-focused advertising, such as first-party data collection and contextual advertising. Being flexible and incorporating new methods from the Privacy Sandbox will be key to maintaining effective ad performance and ensuring user privacy.”
Marketing leaders also stated that Google’s back-and-forth should not dictate a marketer’s path forward and suggested that brands pay attention to their audiences.
Braze’s James Herridge-Leng said, “Google may have decided it’s keeping third-party cookies after all, but that doesn’t mean marketers should abandon their shift to first-party data. First-party data is not only more reliable, but is more privacy-compliant, as it is collected with consumer consent and provides deeper insights into customer preferences and behaviours.”
Haris Munif, Head of Marketing AMEA, HMD, said, “Google’s decision to retain third-party cookies brings a mix of relief and challenge. While it simplifies ad-buying and personalisation in the short term, marketers must not lose focus on developing robust first-party data strategies and leveraging contextual advertising to build trust and adapt to future shifts.”
With consumers demanding authenticity, trust, privacy, and transparency, marketing leaders have stated that Google’s decision to keep third-party cookies optional should not lead to marketers choosing ‘the easy path’ and fall back on previous precedence of tried-and-tested tracking methods to personalise campaigns.
Braze’s James Herridge-Leng concludes, “The key for the industry will be listening to their audiences. The majority – up to 70 per cent – of consumers are willing to share personal data with brands in exchange for a highly personalised experience. Brands must redirect their focus beyond the simple transaction and focus on adding value beyond the immediate purchase. This will also be important for the half of marketers still using third-party data, as Google’s ‘new experience in Chrome’ will let users make an informed choice about the data they share across their web browsing.”
Brands and marketers have spoken. How will the agencies, advertisers, and the rest of the industry respond? Time will tell.
