What Google’s cookie reversal means for travel

Phocuswright examines the significance of this change – both its implications and limitations – and outlines the strategic implications for travel advertisers

Nov 5, 2024

Google’s recent decision to pause its plan to phase out third-party cookies in Chrome provides temporary relief for travel advertisers. However, it underscores the growing focus on privacy and the need for alternatives such as first-party data and contextual advertising. While third-party cookies will remain available for the time being, they are unlikely to be a sustainable solution in the long run. Travel brands must prioritize investment in diverse, privacy-conscious strategies to maintain their competitive edge in the changing digital landscape.

Key takeaways

• No alternative to third-party cookies can replicate all of their functionality, which is the point of seeking alternatives;
• Regulatory pressure and privacy concerns are here to stay and will not abate;
• Google will continue to navigate the competing interests of regulators and advertisers, ultimately prioritizing its own business goals.

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