Google’s announcement that it was abandoning plans to deprecate third-party cookie support within the Chrome browser may have been surprising in terms of timing and execution of the announcement, but it didn’t come out of left field.
Given the numerous delays and pushbacks in a long, drawn-out saga that has extended more than four years, this conclusion felt inevitable. What began as an ambitious idea from a team at Google, ultimately became something Google no longer felt was a priority to support.
Many across the industry are now asking “what does this mean?” and “what now?” For Alliant, this announcement brings no real changes. Alliant's core identity graph has always been cookieless. Our stance on third-party cookies and data has always been clear, and we’ll continue working with our clients in the ways that they choose to access insights and audiences.
“Alliant will continue providing highly accurate data, offering the best match possible across our partner ecosystem and in their preferred manner across any identity match key – be it cookie, hashed email, Zip11, UID2, RampID, or beyond," stated Matt Frattaroli, SVP, Digital Platform & Agency Partnerships at Alliant. “This announcement represents a pivotal moment of transition and opportunity, reinforcing our commitment to adaptability and innovation.”
Third-party cookies remain a viable tool for audience targeting and many platforms still rely on them. Alliant is committed to supporting these needs by continuing to provide high-quality and accurate data that helps our clients and partners maintain their competitive edge and achieve their marketing goals.
However, marketers should still actively pursue a cookieless future. Browsers like Safari and Firefox, while smaller in market share than Chrome, already impact the scale of cookie-based targeting and most CTV buying platforms never leveraged cookies for targeting in the first place. By moving beyond the cookie, marketers can develop more sophisticated, accurate, and privacy-compliant methods of identification and engagement. This forward-thinking approach not only aligns with evolving regulatory standards but also fosters greater trust and transparency with consumers.
Google’s announcement marks the end of one chapter in digital advertising, but it is far from the end of the story. The industry's collective response to signal loss has already sparked valuable advancements in digital identity. At Alliant, we will continue to support third-party cookies as long as there is demand, while also leading the charge toward more stable and future-proof audience strategies.
We are excited to continue this journey, providing our clients and partners with the data they need to thrive in an ever-changing digital landscape. Reach out today to learn how Alliant can help you navigate this pivotal moment and prepare for the future.