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Will the end of third-party cookies change digital marketing? Let’s explore!
Will the end of third-party cookies change digital marketing? Let’s explore!

October 6, 2022

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By the end of 2024, Google will no longer employ third-party cookies in Chrome, joining many browsers that have abandoned the infamous tracking technique.

The need for genuine end-user consent to process personal data will endure long after third-party cookies and technologies replace them. However, the end of third-party cookies does not mean the end of tracking.

In this blog article, we examine the ramifications of Chrome's removal of third-party cookies, common misconceptions, and the reasons why consent is the foundation for lawful tracking now and in the future.

First-party cookies will require consent in most circumstances unless their role is "strictly necessary" to a website's core functionality and will continue to operate by default in browsers that block third-party cookies (including Google Chrome).

Let us first understand the meaning of third-party cookies! 

Third-party cookies are tracking scripts created by websites other than yours and then placed on the visitor's computer. The third-party cookie keeps track of information about visitors. It is information from your site and other websites and then provides it to the entity that made the cookie, which could be advertisers.

If you're an advertiser, third-party cookie data gives you access to information about the general online behaviours of your website visitors, including the websites they often visit, the things they buy, and the interests they've expressed on multiple websites. You may create strong visitor profiles with this comprehensive data. With all this information, you may construct a retargeting list that you can use to target prior visitors or users of your website who have similar online personas with advertisements.

Want to see an example of how third-party cookie data could be used? Let's say you look up a specific smart TV on Amazon. Later that day, when you visit a different website, you find an Amazon advertisement for the same goods. This advertisement was likely triggered by third-party cookie information if you aren't on an Amazon-owned website.

Visitors must be aware that they are accepting a third-party cookie due to the data businesses can collect from them, whereas first-party cookies are accepted automatically.

The final word? This move probably won't have a significant impact on you if all you want to do is track the behaviours, preferences, and fundamental demographics of users of your website while they're there.

There’s still room for creativity in advertising!

While the future appears uncertain for one sort of cookie, this may not be a terrible thing for knowledgeable and flexible brands.

Although this action raises some questions, Google and other browsers have defended user privacy. Suppose another regulation makes one of your marketing strategies or procedures obsolete. In that case, this may be a fantastic time to consider other less-vulnerable advertising choices as privacy rules continue to emerge.

Why? You should continually be asking yourself, "Are we overly dependant on this technology?" as a marketer with an inventive attitude. or "How will our strategy fare if and when it is regulated?" With less intrusive pop-ups and hyper-targeted content, creative marketers can create ads that appeal to the general public.

How to Get Ready for Google's Phase-Out of Third-Party cookies?

Not to worry. Marketers, advertisers, and data engineers are all actively hunting for answers to predict what will happen next at this moment. Furthermore, the third-party cookie was already less effective due to ad blocking in Firefox and Safari; thus, it was probably no longer the most effective marketing strategy.

The best action for marketers is to keep up with news about third-party cookies and other data privacy developments that may affect your company.

You should immediately consider alternatives to using third-party data in your advertising tactics. In addition, you should evaluate any software or solutions that can assist you more smoothly migrate away from this sort of cookie as you continue to follow the news regarding the phase-out.

Consider tactics that can help you more effectively use first-party data, for instance. Setting up Enhanced Conversions for Web to future-proof their firms' measurement basis in a privacy-safe manner is one method marketers can achieve this right now.

A conversion tracking technology, Enhanced Conversions for Web, enables more precise conversion measurement even when cookies or other individual-level identifiers become less common. It increases the amount of observable data and generally enhances the conversion modelling process.

What is the future of Digital Advertising?

If third-party cookies are removed, impressions and visits will not be identified. This will make it difficult for marketers to execute remarketing campaigns and identify measuring attributes. However, Google’s Privacy Sandbox will give some information about the impressions but might not be enough. 

It is a great initiative to have user consent as the demand for more privacy has increased lately. 

It is wise to develop solutions that give more information than first-party cookies. Third-party cookies play a crucial role in understanding the visitor’s behaviour, attributes and more. This helps in crafting effective strategies for brands. 

Many companies have already started working on technologies that will help give an ID to all the impressions. 

Last but not least, think of even more fundamental techniques you can still employ to reach your consumers without cookies, hyper-targeted adverts, or massive amounts of data to keep your brand safe from future governance or monopoly-related legislation. This will make you less dependent on technology, even with access to the most advanced tracking tools.


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Dr. Vikram Kumar

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