Google’s Cookie U-turn: What it Means for Influencer Marketing

It’s been a wild 24 hours for those of us in the world of digital marketing. Google have announced a U-turn on their decision to block third-party cookies from the platform, while introducing new user privacy controls. It’s a pretty shocking development within the digital landscape as marketers have long been preparing for the cookie-less future, but with the decision now made, how will it impact influencer marketing?

The retention of third-party cookies provides a reprieve for the industry. Both influencers and brands have heavily relied on this data for precise audience targeting, measuring campaign effectiveness, and attributing conversions. While the industry acknowledges the paramount importance of first-party data for long-term sustainability, Google’s decision to maintain third-party cookies offers a degree of stability and predictability, allowing marketers to continue optimising their campaigns with familiar tools and strategies in the interim.

However, the introduction of a user-controlled privacy setting does introduce a new layer of uncertainty for creators. While it aims to empower users to have more control over their data, it could lead to increased data fragmentation and reduced targeting capabilities. For marketers, brands and the influencers themselves, this could lead to a more challenging future in reaching desired audiences effectively, if users opt out of tracking.

Moreover, Google’s ability to collect vast amounts of first-party data, combined with its control over the ad tech stack, could create a significant competitive advantage. This could potentially stifle innovation and reduce opportunities for smaller influencers on independent platforms.

Rene Davis, Head of Data at Bradir, says:

“While Google’s u-turn on 3rd party cookie deprecation was unexpected we still operate in regulatory uncertainty and having a robust first-party data strategy is still at the forefront pushing your Influencer strategy into the spotlight. By leveraging an influencer strategy we can mitigate the impact of privacy regulations and focus on authentic connections and engaging niche audiences”

Ultimately, the success of influencer marketing in this new landscape will depend on adaptability and diversification. Influencers must focus on building authentic relationships with their audience, leveraging first-party data, and exploring alternative monetisation strategies. Brands will need to invest in robust data management platforms and develop creative approaches to reach consumers in a privacy-centric world.

While Google’s decision may offer short-term relief, the long-term implications for influencer marketing are far from clear. The industry must remain vigilant and prepared to navigate the evolving regulatory and technological landscape. If you’re looking to leverage influencer marketing activity for your brand, and want to know you’re in the right hands, contact us today.