This is a regular series where Oodle experts answer your marketing questions. To submit your own question, email questions@oodle.io.

Oodle Partner Mark Hughes: So it looks like Google has made changes to their plans – again – with third-party cookies. 

Oodle Partner Ryan Hughes: Back in 2020, they announced that by 2022, cookies were going to be dead. And I had people freaking out. Everybody on our team, every client, every prospect – everybody was freaking out about what we were going to do about cookies.

Then Google realized, “Oh, our cohort experiment isn’t going so well. And it turns out a whole lot of the internet works on cookies, and we can’t just get rid of them. So we’re going to push that date back.”

Mark: Your quote last week was, “Google is not going to do anything that hurts Google.” And that’s exactly what we’re seeing here. For advertisers and for marketers, this is actually a good thing. It means there’s not a lot of disruption in this space – yet. 

Ryan: Google’s plan now is to begin to phase them out in the second half of 2024.

I don’t know if they’re ever going to solve this problem, truthfully. They’re going to have a hard time killing off cookies. And that’s not just resistance from marketers and other people. Some of that plays into how a lot of storage and applications and things on the internet work. You’re going to have to require everyone to rewrite everything, and that’s just not going to happen overnight. Or in two years.

‘Oodle Answers’ is a regular series where Oodle experts answer your marketing questions. To submit your own question, email questions@oodle.io.