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An Update on Google’s Third-Party Cookies 

For a couple of years now, iGaming affiliates have been keeping a close eye on Google’s impending removal of third-party cookies. And for those that have not yet taken steps toward preparing for this new reality, they might have received another lifeline. 

Google has announced yet another delay to its alternative approach to third-party cookies. So, what’s going on – and what does this mean for affiliates? Let’s find out. 

What’s the Latest News? 

In late July 2022, Google announced that the rollout of its third-party cookie removal would not occur in 2023. Instead, it’s expected to come into force in 2024. 

Privacy Sandbox, which will replace third-party cookies for Google, is still in its testing phase. This stage began earlier this year. 

In a blog on the Keyword, Anthony Chavez – Vice President for Privacy Sandbox – said: 

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions…

“… For these reasons, we are expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome.” 

Why Is Google Removing Third-Party Cookies? 

In recent years, major tech companies have increasingly found themselves in the public spotlight for how they process data. Some of these businesses have also received significant financial penalties for breaching local privacy laws, such as the General Data Protection Regulation (GDPR). 

Privacy Sandbox is Google’s attempt to not remove tracking tools altogether, but at the same time, to be a little more balanced with user data collected. 

What Should Affiliates Do in the Meantime? 

If you’re an affiliate, you should take the additional time Google has given to make sure that you’re prepared for the incoming changes. Below is a selection of things you can do. 

Use the Existing Tools to Your Advantage 

With third-party cookies still in place for another year or so, it’s a good idea to use the information available to your advantage. Cookies are an excellent way to find out more about your target audience, which will enable you to serve them better. 

Of course, you need to make sure that you’re compliant with local privacy laws. Check up on these before you make any further steps. 

Continue Providing Valuable Content to Your Audience

Finding out what your audience likes is crucial, but there are more ways to do that than cookies alone. You can, for example, perform keyword research and monitor conversations on social media. 

At the fundamental level, you need to continue adding value to your audience. Produce entertaining content that answers users’ questions, and make sure that you’re constantly looking at old posts you can update. 

In addition to blog posts, now is a good time to think about doing more with other forms of content. For example, you can start podcasting or live streaming. Doing so will add another dimension to your strategy. 

Strengthen Your Partnerships 

Doing primary research is an excellent way to build your brand over time, and you’ll grow a strong audience that loves what you do. However, it’s not the only thing that will keep your business moving forward. You should also use this transition phase to nurture industry relationships you’ve already built. 

Now is the time to reassess the affiliate programs that you’ve joined, and – if you need to – change things up or branch out. You can also use tools like LinkedIn to meet others in your industry. 

Plan Your 2024 Strategy

You know that Google’s changes will happen sooner or later. As a result, it’s important that you’ve prepared accordingly. Another delay is not guaranteed, and you shouldn’t rely on there being one anyway. 

With another year to prepare, make sure you have an idea of what your business will look like in 2024. Determine how you will find information about your audience to serve them, and the types of relationships you expect to build. 

Google’s Third-Party Cookies Require Advance Planning 

The third-party cookie removal has caused a lot of discussion in the online space. But regardless of your opinions, it’s important that you do the best you can with this particular situation. Preparing in advance will allow you to do that. 

Evaluate your current operations and tweak accordingly. And of course, make sure you’re providing valuable content to your audience. 

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