Google cookie reversal likely to exacerbate game marketer challenges

Google recently announced a reversal of its plan to deprecate cookies on the web, opting instead for a tracking model similar to Apple’s App Tracking Transparency (ATT). This decision allows users to opt in for tracking rather than phasing out cookies entirely. Initially, in February 2022, Google planned to replace the Google Advertising ID (GAID) with privacy-preserving APIs through the Privacy Sandbox for Android, aligning web and mobile strategies.

Google’s Cookie Reversal: What It Means for Marketers

The reversal is seen as a response to regulatory scrutiny, as removing cookies could give Google an unfair advantage by relying on its first-party data. Industry analysts compare this to Apple’s deprecation of tracking on iOS, which has benefited its advertising platform. The change raises questions about Google’s future mobile strategy, suggesting a possible shift towards an ATT-like approach on mobile devices.

While the reversal may seem positive for privacy, marketers are left wondering about the immediate impacts. We at Games Growth with Upptic don’t believe marketers need to make drastic changes yet – but should monitor Google’s developments. Google has not announced plans to deprecate GAID, and the timeline for any changes remains uncertain. We do highly recommend that marketers experiment with Google’s Privacy Sandbox to prepare for potential future changes.

Challenges for Game Developers & Marketers

This reversal also highlights the increasing complexity game developers and marketers face in navigating tracking systems and data privacy requirements. Developers must juggle numerous responsibilities to launch successful games, and understanding these intricate systems can be daunting. The lack of knowledge about tracking systems and data analytics among developers remains a significant hurdle.

If Google undertakes an ATT-like approach to data privacy, it could widen the gap between small and medium-sized developers and larger companies with more resources to address these challenges. Many developers struggle with implementing systems like Apple’s SKAdNetwork and are unlikely to fare any better if Google follows a similar path.