Google’s backtracking on Third-Party Cookies

Faced with the importance of data confidentiality, companies must prioritize the transparent collection of proprietary data and establish a relationship of trust with the consumer.

The strong demand to regain control over consumers’ personal data, collected by websites during every browsing session, has prompted regulators and Internet users themselves to take steps to protect themselves. After announcing the gradual elimination of third-party cookies four years ago, Google finally reversed its decision and announced a few weeks ago that it would be retaining them, in favor of a solution enabling users to make an informed choice about their use.

While this announcement is a welcome respite for companies who had previously failed to prepare for the post-cookie era, those who had initiated alternatives are well advised to prolong their efforts. One of these is the exploitation of “first party data” (or proprietary data), shared directly by the consumer and obtained by certifying that it will be used to improve their experience. Deposited directly under the website’s domain name, this proprietary data guarantees a marketing strategy that is more respectful of consumers. There’s no doubt that this type of approach will be appreciated by consumers, and that the discussion of third-party cookies will be revived in a few months’ time…

Confidentiality to restore trust

While the deletion of third-party cookies has, for the moment, been “abandoned”, the need to put confidentiality back at the heart of customer relations remains paramount. Marketing teams need to be transparent with consumers, explaining why their data is being collected, asking for their consent, and explaining their rights.

According to a Cisco study, 77% of French people believe that a company’s handling of personal data reveals how it views and respects its customers. This shows just how important confidentiality is to consumers… By establishing a customer relationship based on trust and respect for the data they collect, companies can automatically generate greater commitment.

Trust to personalize the relationship

In addition to the more respectful use of data needed to restore trust with consumers, companies will also be able to make suggestions and communicate in a more relevant way, thanks to the quality of first-party data. At a time when only 54% of French marketers believe they have qualitative data on their target audience, it seems high time for marketing teams to focus on proprietary data, which is more accurate and therefore more valuable.

Yes, this new direction could well be commercially beneficial for companies, especially as they can now draw on innovative technological tools, including those exploiting generative AI to create personalized content more quickly. By applying this approach, which aims to establish a form of consensual exchange – the consumer authorizes the collection of personal information so that the company can offer him or her a personalized experience – trust thus becomes a key factor in enabling companies to improve customer relations.

Relationship health depends on data quality

While more precise and therefore more qualitative, first-party data also represents a smaller volume of data than that absorbed by third-party cookies.

Collected via a variety of media (website, application or in-store receipt), this data can be scattered across several IT systems, creating significant silos. In order to have a unified view of data, companies must therefore turn to centralization and synchronization tools, for those who haven’t already done so. Bringing first-party data together under a single platform will enable better processing (especially in terms of reliability and security), and provide an in-depth overview of consumer characteristics and preferences.

While Google’s announcement that it was backtracking on its plan to phase out third-party cookies may have reassured some insufficiently prepared companies, those who had already partially or totally renounced third-party cookies should not alter their plans. Third-party cookies, perceived as intrusive by users, are a barrier to a relationship of trust with consumers. Data remains the holy grail, so it’s up to companies to collect and process it more effectively, in order to offer the personalized, unique experience that is essential if they are to stand out from the crowd.