Chance Or Death For Google Banning Third-Party Cookies

In recent days, Google will soon ban third-party tracking cookies. When this news appeared, I think it will make future digital market advertising mysterious and unknown. This news also attracts my attention and reflection.

Google, advertisers, and users will have different results

I think banning third-party cookies is beneficial to Google. Because first, Google claims that ban third-party tracking cookies help protect users’ privacy, which helps Google maintain a good corporate image. Second, ban third-party tracking cookies will not have much impact on Google. According to the article Google is done with cookies, but that doesn’t mean it’s done tracking you, Google has launched the “Privacy Sandbox” in 2019, Google has planned to replace third-party cookies with technology developed through Privacy Sandbox.

Then, for Advertisers, I think this has a great impact on advertisers. Just like the article Chrome’s Cookie Update Is Bad for Advertisers but Good for Google mentioned, the advertising industry will be reshuffled and many small and medium-sized advertisers’ websites will go bankrupt because of Google’s control of everything.

Finally, for users, the privacy of users has been protected to a certain extent, because users’ browsing history and purchasing habits will not be as transparent as before. For me, I feel satisfied with it because my privacy will not be sold to others.

Marketers should take a big change of their minds and their behaviors

Although banning third-party tracking cookies has a great impact on marketers, I think this is also an opportunity. This is also a kind of shuffling for marketers. Whoever seizes this opportunity will stand out. Just like the article The Death of the Third-Party Cookie: What Marketers Need to Know About Google’s Looming Privacy Pivots, good marketers should continue to explore and learn. First, continue to learn about the news related to third-party cookies and other data privacy measures that may affect your business, and do not rely too much on the marketing strategies of third-party cookies.

Second, What Google’s rejection of post-cookie identifiers means for advertisers mentioned that marketers should start paying attention to first-party cookies and first-party data because first-party data enables companies to safely use data in all browsers. What’s more, I think first-party data can help companies open up new sources of income. Because of the collection of first-party data, companies have established new audience segments, and marketers from all over the world can purchase this data. Third, marketers can revitalize older strategies, like contextual advertising.

Finally, I think that marketers should communicate with customers based on humanity and respect. Good marketing activities need to be built based on customers, centered on delighting and intriguing your target audience, letting them know what you’re all about while respecting customers’ boundaries.

See you next week!