Aug 12, 22 | 4 min read
Google third-party cookies for another year
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In September 2021 , Google announced that it would be disabling third-party cookies in Chrome until 2023. However, plans have changed and it is delaying the disabling by another year, with the aim of starting to phase them out in 2024.
When Google first announced these changes, marketers were a little unsure about the end of third-party cookies. How could digital and payment strategies work without data?
The good news is that you'll have more time to calmly assess the consequences of these changes on your digital strategy and be prepared when the time comes. But even with that, it's time to develop some tactics to put yourself in a better position now.
I'll go deeper into that.
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What are third-party cookies?
First things first, it's important to understand switzerland email address what third-party cookies are, so you can measure the impact on your strategy and be prepared to accept these changes.
Remember when you're browsing the internet and then the same ad pops up, even when you're on a completely different website? Well, this is because of third-party cookies.
Basically, third-party cookies are all the information provided by open data providers that record and share statistics on customer behavior, habits and preferences, from different purchasing channels.
Google Ads , for example, is an advertising service that uses this type of technology to monitor and track user behavior and, with this information, can target advertising about the same product on different websites.
Third-party cookies are used for three main purposes:
Cross-site tracking : Collection of browsing data from different websites.
Retargeting – The name already says it, but you’re basically retargeting visitors with ads based on their previous searches on your website.
Ad delivery : Making strategic decisions based on customer insights and ad performance. For example, when and where were ads served on the website?
What motivated Google’s decision?
Well, third-party cookies can divide opinions. Can this kind of technology be useful for users? In some ways, I think so. They help create a better user experience when it comes to advertising, because in some ways you will receive a personalized one, based on your current interests and behavior. It could be useful, right?
But, it is very important to mention the word “privacy” when we talk about third-party cookies. We must not forget that we live in the era of legislations such as the GDPR , and we cannot deny that these cookies go against the grain in this case. After all, websites use cookies to retain user information, and increasingly, customers demand more transparency regarding the use of their personal data.
So, since this is an important issue regarding customer privacy, it is also important for Google. Recently, during Google I/O (a conference for developers organized annually by Google in San Francisco, California), the company reinforced its commitment to improve the protection of the privacy and security of its users.
How can you, as a marketer, be prepared for the end of third-party cookies?
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You still have time to be prepared, and that's great. But it's time to start making some important decisions and drawing up your digital strategy without relying on third-party cookies and connecting directly with your prospects and customers.
If you are looking for ideas, here they are!
It might be a good time to start investing in different ways to collect data. Interactive content , for example, can help you provide an interactive and useful experience for users in exchange for some information. Data collection can be a two-way street, benefiting both you and your customer!
First-party data is still an option for you and can help you with valuable insights collected directly by your company. You will own this data and can set your own parameters and metrics for collecting and analyzing it. But it's still important to be responsible with this data, right? You still owe your client transparency regarding data usage.
Last but not least, we have the good old (but valuable!) Email Marketing. This is still an important channel to start conversations with your customers and build a relationship with them. Plus, when used the right way, it can also give you great data and insights.
I hope this helps you get started building your strategy with your own data collection source. It can be scary to imagine your digital strategy without third-party cookies by your side, I know. But I promise you this is not the end of the world!
At the end of the day, your customer wants to receive real and valuable information from you, no matter where or how. So, build your strategy around your customer’s real needs and you will succeed!
Do you want to stay up to date with the best Marketing practices? I suggest you subscribe to The Beat , Rock Content's interactive newsletter. There you will find all the trends that matter in the digital Marketing landscape. See you there!
