Understanding the Update

In a significant shift from previously communicated plans and strategy, on July 22nd, 2024, Google announced that it would no longer be phasing out support for third-party cookies in its Chrome browser. Instead, Google plans to maintain third-party cookie support while continuing to develop (currently unannounced) additional privacy-preserving functionality.

The Impact on Your Business

This update means that third-party cookies, such as those used for purposes including online advertising and tracking, should continue to operate as intended. While this may provide short-term continuity, it also underscores the ongoing complexities of managing user data and preferences in an ever-evolving privacy-conscious world.

While other major browsers like Firefox and Safari have already phased out certain cookie support (e.g., third-party cookies), this change and the evolving nature of the tracking technology space and regulation thereof further necessitate that organizations have clear understanding of their tracking technology ecosystem and utilization.

Current Regulatory Landscape and Tools

A number of regulations, frameworks, and tools are unaffected by this decision and remain at status quo, including:

EU Digital Markets Act (DMA) – No changes. Still requires Google and the other six “gatekeepers” to commit to an open and fairer digital economy.

IAB TCF v.2.2 for EU GDPR & ePrivacy Directive – No change at this time. TCF remains as the technical standards that help publishers and advertisers comply with the ePrivacy Directive and the General Data Protection Regulation (GDPR) in the EU.

Google Consent Mode (CoMo) V2 – No changes. Still requires organizations using Google Advertising Suite in UK & EEA to change the collection of cookie consent.

Reactions and Impacts

Google’s recent decisions have elicited responses from regulatory bodies emphasizing the importance of transparency and user control in data practices. The UK Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO) have expressed public opinions on the matter, highlighting competition and privacy considerations.

Additionally, the Network Advertising Initiative (NAI) has reiterated its commitment to promoting responsible data practices and developing privacy-preserving technologies. And finally, the Interactive Advertising Bureau (IAB) Europe is assessing the changes and the impact on their ecosystems.

The Importance of Cookie Consent Management Continues

Despite continued support of third-party cookies on Chrome, public awareness and regulatory focus on ethical and responsible use of tracking remains high. This is why the use or adoption of a suitable tracker consent management tool such as TrustArc’s Cookie Consent Manager (CCM) remains (and is increasingly) crucial. TrustArc’s CCM solution helps businesses manage user preferences and comply with global privacy regulations, ensuring they can adapt to any changes in the privacy landscape.

Key Features of TrustArc’s Cookie Consent Manager:

• Comprehensive Compliance: Supports requirements imposed by regional, state, federal, and other requirements, such as those prescribed by GDPR, CCPA, and others.
• User-Friendly Interface: Makes it easy for users to manage their consent preferences.
• Customizable Solutions: Tailored to fit the unique needs of your business.
• Seamless Integration: Works smoothly with your existing digital infrastructure.
• Support for Mobile App Consent: Extends consent management capabilities to mobile apps, ensuring compliance across all digital platforms.

Support for Mobile App Consent

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Cookie Consent Manager

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Moving Forward

While Google’s decision may delay some immediate changes, the trajectory forward and broad focus on increased privacy and user control over data remains clear. Advertisers and publishers can continue to rely on third-party cookies in Chrome, for now, Google has expressed its commitment to enhancing privacy through its ongoing Privacy Sandbox initiative.

Organizations should continue to pay attention to emerging changes designed to protect user’s from tracking and personal data collection practices in this space.

By implementing robust cookie consent management your business can stay ahead of regulatory requirements and build customer trust. TrustArc remains committed to supporting you through these changes and providing the tools and expertise to manage consent effectively and responsibly.