For years, brands have used cookies to track website visitors, improve the user experience, and collect data that helps marketers target ads to the right audiences. These cookies are also used to find out what Internet users are watching online when they are not on our websites.
Although Firefox and Safari have said goodbye to third-party cookies, Google has indicated that the changes will occur over a two-year period, starting in 2020, and that advertisers will be involved in decisions to ensure this transition phase not be too damaging for all those involved in online advertising.
Although Chrome is not the first browser to phase out the third-party cookie, it remains the most important. At the end of 2019, Google Chrome represented more than 56% of the web browser market, according to credible sources. Chrome also accounts for over half of all global web traffic.
What about the future?
As with any major change involving privacy, use of personal data and advertising, business experts and online advertising professionals have been concerned about the UAE Mobile Number Database phasing out of third-party cookies, and the future of business. in line.
In truth, experts predict that Google Chrome’s efforts to ensure more privacy could have a big impact on some areas of marketing and advertising, while other tactics are expected to stay roughly the same.
However, if you are an advertiser or marketer who has thrived on third-party data or individual data for online audience targeting strategies, you should legitimately worry about this transition period.
While great changes are underway, new alternatives are also emerging. To help you prepare for a world without third-party cookies, here are four things you should keep in mind about phasing out cookies.
Not all cookies will be banned!
If you think that all of your cookie-based marketing strategies are going to become obsolete soon, rest assured, this will not be the case.
So far, Google has said it only plans to phase out third-party cookies on its browsers. However, the first-party cookies that track the basic data of visitors to your own website are still there.
The tech giant has always called proprietary data “vital.” And at the end of the day, all the first party data you get from visitors to your desktop website or mobile device will remain intact.
Many marketers anticipated the phasing out of cookies.
While the announced end of third-party cookies may seem annoying, this is no surprise.
Recently, governments around the world have been working on data privacy issues. For example, in October 2019, the highest European court ruled that EU citizens must actively consent to all cookies when logging into a website. Otherwise, the site cannot receive, use or track user data.
With this decision called GDPR (General Data Regulation Protection), users now have to press a button to accept third-party cookies, whereas previously websites would only notify new visitors.
Marketers aren’t just worried about data
Marketers are also concerned about Google’s reasoning behind phasing out third-party cookies.
Without Chrome’s data management, you will still be able to use Google Ads, which is powered by Google Chrome’s proprietary cookies and “Privacy Sandbox” tools. However, some adware and platforms that require third-party data will take a huge hit without the support of Chrome, which is difficult to measure today.
So this move, while good for consumer privacy, in theory, is likely to hurt most third-party advertising platforms that use these cookies to generate revenue.
This decision still opens the door to innovation in advertising
As privacy laws emerge, it’s time to look at other advertising alternatives that make your business less vulnerable, to make sure your marketing tactics or processes aren’t stale in a few months.
Innovative marketers will be able to deliver smarter alternatives and advertisements that support less reliance on data from cookies.
One area that could for example be explored is how we collectively mine and use data. Data management platforms are now looking to create an alternative tool, and while these options are different from your third-party cookie solutions, or require a new strategy, they would still allow you to target an audience and learn more about it. users, without becoming intrusive.
How to prepare calmly for the after-cookie?
At this point, marketers, data engineers, and anyone who works in online advertising is actively looking for solutions to determine what will happen next. And, since third-party cookies were already weakened by ad blocking on Safari and Firefox, it was probably no longer an advertising tool to consider anyway.
The best thing right now is to stay on top of news and other data privacy decisions that could impact your business.
If your advertising strategies rely on third-party data, start considering alternatives now. As you follow the latest news about the phasing out of third-party cookies as closely as possible, you should also stay on the lookout for any software or solutions that may help you to stay away from this type of cookie.
For example, although marketers are wary of Google’s move, the tech giant’s Privacy Sandbox could still serve as valuable alternatives for ad targeting. You may also want to consider using strategies or software that can help you better leverage first party data.