Google Abandons 3rd Party Cookie Depreciation: What’s Next for Your Hotel

Instead of simply pushing the data for 3rd party cookie depreciation again, Google announced that they will no longer phase out third-party cookies in Chrome. While this may seem like a big sigh of relief for advertisers and publishers, it’s important to note that even though they are abandoning this move, Google is proposing a different approach that will also impact your ability to target users and track conversions. Similar to the move Apple made a few years ago, Google’s alternative plan is to give Chrome users a new, informed choice when it comes to their privacy settings.

Chrome users will get new privacy control options. “Users can set their privacy preferences to apply across their web browsing activities”. Although the full impact of this change is unknown, there is an assumption that as users are presented with more control options around their privacy settings, that more will opt-out of cookie tracking, and it will be harder to track and reach these audiences. Google continues to test Privacy Sandbox APIs, and in the long term, many still expect 3rd party cookies to phase out and be replaced by different technology. 

GCommerce recommends clients continue to focus on ways it can prepare for a more privacy centric web experience. As users opt-out of tracking and our ability to retarget and track all conversions continues to grow, it’s important to focus on growth strategies around 1st party data and truly understand where your audience is spending their time online to understand the best channels to buy media and gain awareness to potential guests. 

Here are a few things to consider for your hotel in a more privacy centric web:

1. Focus on 1st party data collection for retargeting - although conversion tracking gets harder as users opt-out of tracking, the larger concern falls around retargeting and getting your ads in front of the right audience. Consider Facebook lead gen campaigns and on-site email capture forms.

2. Dive into your guest CRM data and develop a robust customer profile to help guide your targeting and media placement decisions.

3. Set up a Consent Management Platform on your site - also known as a cookie banner, these ensure you can control how cookies track visitors on your site as they pertain to local privacy law compliance (think GDPR for European visitors and CCPA for California). Tip: Go with a Google certified CMP like CookePro or OneTrust to easily enable Google Consent Mode. This helps platforms like Google Ads and GA4 estimate and model conversions even as visitors opt-out.

4. Use Keyword targeting intent across platforms on Google Search and beyond - continue to lean on the specific intent that keyword targeting in search provides. But did you know you can also use keyword targeting across other media types? Consider testing contextual targeting in display, and TikTok just rolled out search campaigns using keyword targeting on its platform. 

5. Test new audience targeting partners that generate audiences based on 1st party data, such as Adara, Azira, Navigator, and more.

Need help creating a privacy centric hotel marketing strategy? Reach out to GCommerce Solutions today.