News Update: What Does Google's Latest Cookie Update Mean For Lead Buyers and Lead Generators?

Jul 2, 2021

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Google has extended its original deadline to deprecate third-party cookies in Chrome until late 2023, but in practical terms what does this actually mean for lead buyers and lead generators? We try and answer that question for you in this article.

So, the world of Chrome Cookies does not end with a bang, but with a whimper, as Google recently announced its updated timeline, with the first significant milestones pushed back to 2023 in order to allow for more rigorous testing and planning. Of significant note in the announcement:

  • Third-party cookies will be phased out over a three month period which will end in late 2023
  • The deadline extension is to allow for rigorous testing of cookie-less advertising methods prior to this new deadline * * * Support for third-party cookies within the Chrome browser will start to be phased out at the end of 2022, with this likely to occur over a 9 month period prior to the final deadline
  • Google have stated this will allow for “…public discussion on the right solutions, continued engagement with regulators, and for publishers and the advertising industry to migrate their services.”

So, what does this actually mean for you?

In short, not a lot. Or at least it shouldn’t.

Of course it’s important to keep updated on all latest developments - and we will continue to post these out on Databowl’s social channels or email list - but really, it shouldn’t change what you are currently planning for, a world without third-party cookies.

To delay planning for the inevitable would be naive. The announcement should in no way derail your plans to future-proof your marketing strategies.

Moreover, it is also worth expecting this not to be the last announcement by Google. Indeed, all announcements on the issue thus far have lacked definitive structures and plans - something which has caused a degree of confusion and panic in the industry - and it would be worth preparing for this to continue in the long run. The only thing that seems certain is this appears to be a case of When and not If.

The opportunity for lead generation is clear

But there is a good news for the lead generators. As the industry shifts towards its inevitable new paradigm, the demand for high quality leads that have been acquired transparently will only increase.

“As an industry, we are transitioning away from opaque consumer data collection and usage and toward a choice-driven, transparent, and privacy-friendly future.” -forrester.com

Similarly, if you’re a brand buying leads in as part of a multi-channel marketing approach, you may well want to start investing more into this particular area as highly engaged prospects who are being contacted openly, and who have genuine intent in buying your products and services, will be the future of growth in a cookie-less world.

And actually, when you say it like that, it sounds quite good, right?

Be sure to follow Databowl’s Social Channels for all the latest updates on this issue and everything to do with Lead Generation.

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