An Adobe Perspective — Google Chrome’s Announcement on the Future Limits of Third-Party Cookies

Erin Davis
Feb 10 · 4 min read

What happened?

Google recently announced that the Chrome browser will block all third-party cookies within two years. This does not come as a surprise to the Adobe Experience Cloud product team nor, likely, to you as a customer. Third-party cookies have been declining in relevance for several years due to many factors, including browser privacy changes, new legislation, and shifting consumer expectations. Google’s announcement is yet another step in the shifting landscape.

While this shift will be felt industry-wide, we believe advertisers, publishers, policy makers, and customer experience software vendors can find an approach where all parties benefit. Under any new approach, consumers’ interests and choices should be respected, Adobe customers should be able to continue to analyze data, manage and serve content, personalize experiences, and activate relevant data sets, and consumer experiences should continue to improve.

What should you know as an Adobe Experience Cloud customer?

Nothing’s changing tomorrow.

While Google has signaled its intent to implement the block of third-party within a two-year window, it has also signaled its willingness to find a solution before changes are made. Adobe is taking a leading role in working with publishers, advertisers, policy makers, and adtech vendors to find an approach that is consumer-centric while still allowing for innovation. These shifts in landscape will not happen overnight, and you should be wary of any companies or blogposts telling you otherwise.

Adobe Experience Platform and Experience Cloud applications are architected for the future.

We’ve been actively following these recent browser developments, and have been preparing our products to help customers navigate upcoming changes. Examples include a unified and simplified JavaScript collection, expanded services focused on support of authenticated IDs, integrations with consent management tools through the Launch ecosystem, and a flexible and wholistic approach to identity that supports a broad range of identifiers.

Adobe is strategically positioned to lead

As a leader in providing experience solutions, Adobe works with some of the largest and well-known brands in the world. We are also participating in numerous efforts that are helping drive and shape the conversation on these issues. Whatever initiatives we support, we will seek to bring rapid adoption across the ecosystem that will enable our customers to provide high-quality experiences while respecting consumers’ interests and choices.

Adobe is taking a leadership role in industry conversations.

Not only will we stay active in helping our customers navigate through this shift, we are already involved in several industry organizations and are preparing to invest additional technical resources into efforts led by key partners like Google Sandbox teams, IAB Tech Lab, and other related parties. We have a team of engineers who are helping shape industry proposals and will be a voice for our customers in these growing conversations. We plan to share more information on this soon.

What should you be doing with your own business strategy?

Each participant will need to play an active role in shaping this new landscape. This is an industry shift affecting any business with a digital footprint. As a business with consumer touch-points, consider your own initiatives to innovate in digital identity. A few ideas:

1. Work to gain any needed permissions from your consumers for data collection while improving the user experience around the gathering of those permissions.

2. Increase authentications on your properties — gain a level of trust earlier in the customer lifecycle.

3. Look for opportunities to partner more closely with other brands your consumers trust; innovate using enriched 1st and 2nd party data approaches.

4. Diversify your footprint — look for ways to engage your consumers beyond the browser to diversify touch-points.

5. Move to a single domain strategy, where possible. Brands with custom domain approaches will find it harder to keep 1st party data governance intact.

Adobe’s commitment

Adobe is emphasizing initiatives that better support diversified identity, continually rolling out features to support evolving use cases, and actively participating in industry conversations, organizations and efforts best suited to support these changes.

We are committed to keeping you, our customer, in-the-know about what’s happening and providing guidance that will enable you to best plan for your future. We will continue to innovate to create products and services that enable you to provide great experiences to your consumers that are powered by responsible use of data. We look forward to sharing details at our upcoming Adobe Summit in March.

Erin Davis

Written by

Senior Product Manager for Identity on Adobe Experience Platform. Identity resolution, ECID, cookie-less future

Adobe Tech Blog

News, updates, and thoughts related to Adobe, developers, and technology.

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