Google's third delay in axing third-party cookies erodes advertiser trust, according to global consultancy Forrester.
The digital giant has delayed ending cookies following competition concerns by a UK regulator.
The UK government department the Competition and Markets Authority (CMA) has stated that Google cannot proceed with third-party cookie deprecation until competition concerns are resolved.
"Cookie deprecation delays may seem like no big deal to Google because, presumably, marketers can continue relying on the same audience targeting and measurement tools and tactics they have for years," said Forrester.
"But Google’s equivocation about third-party cookies erodes advertisers’ trust."
Some marketers may choose to continue pouring dollars into Google’s marketing platform despite the unpredictability of its signal strength, Forrester said.
"But we recommend a different path. Google may never deprecate third-party cookies, but that’s no excuse to ignore data deprecation. It’s time to take a hard look at your reliance on Google as a partner," Forrester said.
"Every time consumers clear their browsing histories or empty their cookie caches, they tacitly express dissatisfaction with 'personalised' advertising’s status quo.
"Partnering uncritically with Google at the expense of other initiatives further strains the value exchange between brands and consumers. Don’t let Google’s prevarication delay better advertising experiences for your customers.
Google’s Privacy Sandbox, an initiative purported to provide privacy-protecting tools for advertisers within the Google ecosystem, faces hurdles to adoption.
"Recent reports cite key issues, including the inability to use event-based metrics and concerns over brand safety," Forrester said.
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