Was the switch to GA4 actually required? Google’s privacy sandbox announcement
Google have finally confirmed they’re sticking with them. Google have just announced that it is keeping them in Chrome indefinitely. https://privacysandbox.com/news/privacy-sandbox-next-steps/
Google created the privacy sandbox largely due to global changes in legislation and to try and get ahead of the inevitable. However, this was largely done in isolation. Since the privacy sandbox inception Google has partnered with the CMA and ICO in 2022, this partnership meant that they had the important job of overseeing Google’s design, development and ultimate implementation of the Privacy Sandbox proposals. In short meaning such work could fall under the remit of the Digital Markets Unit (DMU).
This seemed like a really necessary move to ensure all parties we’re building something compliant and also meaningful. Critics of Google’s approach to removal of third party cookies would’ve seen them form a further monopoly on data, with an increased reliance on Google’s user data
There’s little doubt Google was very serious about getting rid of cookies. Google invested a lot of time, money and resources in anticipation of it being gone forever. This largely came when they replaced its Universal Analytics which depends on cookies, with Google Analytics 4, which does not.
Google have cited that that change of heart largely comes from the adoption of privacy-enhancing technologies having accelerated, new opportunities to safeguard and secure people’s browsing experiences with AI have emerged, and the regulatory landscape around the world has evolved considerably’.
It’s an ever-changing landscape and with news also coming that Google may be forced to split up search, Chrome and ads to boost competition this could also have an impact of digital measurement and activation as we know it. It’ll be really interesting to see how this plays out over the coming months and years and how it may relate to Google Analytics 4.
https://competitionandmarkets.blog.gov.uk/2022/02/24/cma-secures-final-privacy-sandbox-commitments-from-google/
I think one thing is clear and to be mindful of… Google is a revenue generating business, and whilst it may profess to be a privacy first business anything they can do to boost revenue and badge it up as a ‘privacy first’ initiative will help them even more..
What is the main takeaway from this? In short third-party cookies aren’t going away anytime soon, but 1st party data (and cookies) should always be a priority to power better understanding of your customers and give them more relevant experience (whether than be on or off site).
I’d suggest a widely diversified strategy that doesn’t rely on one provider (IE Google) or any third party cookies in the long term is the best way to go.
The world of data and measurement is only going to continue to get more fragmented and with the mainstream media picking these news stories now it’s never been harder to be in this space