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Initially, Google’s plan to eliminate third-party cookies by 2022 seemed like an industry watershed moment. But as the deadline loomed, and Google delayed its decision, then delayed it again, some now suspect Google may not fully deprecate the cookie at all.
Google’s inaction has the industry wondering what’s behind its waffling—and, more importantly, what it means for marketers.
Here’s the reality: Google now finds itself stuck between consumer privacy and anti-competition concerns. An August 5 ruling found that Google maintained an online search monopoly through illegal means. Meanwhile, it is navigating a growing call for greater consumer privacy. The tech behemoth is being pulled in two opposite directions.
On one hand, eliminating third-party cookies increases Google’s competitive advantage. Its smaller competitors rely much more heavily on cookies to stack the value of their data. But on the other hand, Google, post-monopoly ruling, is less likely to make a move that could be perceived as anti-competitive. At the moment, doing away with the third-party cookie could be too good for Google.
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