Cookiepocalypse: What To Know About Google’s Plan To Phase Out Third-Party Cookies
Third-party cookies are one of the methods that companies have been using to track consumer activity on the internet. While browsers like Firefox and Safari have already blocked third-party cookies, Google has lagged behind.
Back in January 2020, Google announced that it would finally begin to block third-party cookies from Chrome, the most-used web browser, eliminating them by 2022. Then, Google extended the deadline to 2023.
Companies have been using third-party cookies to track users that visit their website, collect data to better target ads to the right audiences, and improve the ad experience.
While Google’s move is intended to put consumer privacy first, businesses may have doubts about how effective their campaigns will be without access to this data.
Here are the primary takeaways you should know about how Cookiepocalypse will affect your advertising.
1. It’s not ALL cookies.
While third-party cookies will be phased out, first-party cookies will NOT be. These cookies track basic data about your website visitors.
What can you do with first-party cookies? You can learn:
- What users do when they visit your website.
- How often they visit.
- Other basic analytics.
What can’t you know? You will NOT be able to see data around user behavior when they visit other websites, for example.
2. It was expected.
With governments cracking down on data privacy, and in light of rulings like GDPR that restrict data collection, the move to restrict third-party cookies wasn’t a surprise to most experts.
Now, Google is working to create an approach to gathering data that will protect user privacy while ensuring a way forward for personalization as well.
3. It’s not just about data.
Many industry experts are questioning Google’s motive behind phasing out third-party cookies. If it’s to improve user privacy, great.
But if it’s to acquire even more of the revenue spent on ads, perhaps advertisers will be forced to adopt first-party cookies – helping Google acquire more of the lion’s share of revenue spent. Some of these questions may have forced Google to delay the block.
4. It will still track users.
In short, Google will not track users at the individual level. But rest assured, it WILL be tracking users – but now in groups.
Google is testing this strategy of tracking groups of individuals to determine the quality of data gathered.
5. It won’t hinder innovation.
Businesses that adapt to this change will position themselves for growth.
Looking for alternative ways to leverage data is ideal, and data management platforms will surely be creating new ways to track data that is accessible to give brands as much information about their users as possible – and to fuel effective campaigns.
The Bottom Line
As third-party cookies are slowly phased out, you should begin looking into ways to better leverage first-party data or consider contextual advertising.
It’s important to work with a marketing and advertising agency that is abreast of all the latest changes in privacy – not just third-party cookies – and can help your business effectively market your products or services.