Do you allow third-party cookies?
Cookies are the text files collected from your user behavior on the Internet and identify yourself and stored by the server upon the connection.
Cookies usually track, personalize, and save your user behavior. Which said, our website, if we do not reject any cookie, will be personalized by our using behavior based on our cookie data. Just like when you look online for something, they will recommend something you had previously opened or something similar. However, Google has been planning to ban the third-party cookie since 2021, it has been pushed before, and this is the third time Google has pushed this.
As a marketer, cookies is one of the best ways to understand who is their target audience, which provides the most accurate user behavior, helping them to know what they need. The main difference between the first-party cookie and the third-party user is that the first-party focuses on benefiting the overall user experience, and the third-party cookie tracks user activities and behavior and retargets based on the data.
What will bring to the User?
The most positive for a user is their privacy gets more well protected. What’s more, by better protecting our private information, we can receive fewer spam calls/emails. Moreover, when we tried watching the same thing repeatedly, with no retargeting from the third-party cookie, we could see more varied styles of the ads.
However, if we do not have third-party personalized data, we will have less personalized content on the Internet. A lot of ads showing on the search engine are personalized based on our user cookie and recommenced related or similar things to us. By not being personalized, we will get more non-related ads that we are not interested in. Once an algorithm can’t give us a choice, we might have to spend more time searching for the things we are looking for.
What will bring to Marketer?
However, the negative impact for a marketer, we will lose one of the data sources to position who is our target audience and where to do the market. Also, since there will be no algorithm search engine when we put out the ads, they will be randomly delivered to people on the Internet, which will cause a big amount of waste of money. What’s more, less concentration of the target audience might lead a decrease in sales and longer time and money to collect user behavior.
There will also be a positive aspect for the markets. The marketer will be forced to focus more on the content and publish higher quality content delivered to society when there will be no third-party cookies. The marketer will rely more on first-party data, which will give more accurate information for their insight and customer.
What do I think?
As a marketer and users, protecting personal information is very important because we are a user first, then a marketer. In addition, it gives marketers a challenge to create better content to compete in the market and use other ways to observe their target audience and motivate them to bring better content to the public.
