Google Banning the Third Party Cookies: As a marketer, what can we do?

The third-party tracking cookie: What is it? How does it work?

A third-party tracking cookie is placed on a website to collects individual user data for the third party. And it is placed so that a site can remember something about the user at a later time. These types of cookies play an important role in marketing and advertising. For instance, there’s a blog introduced that “Third-party cookies are used by ad companies to track you as you go around the internet, building a profile of you and your interests based on the sites you visit and use that to send ads to you.” In other words, brands also can use website visitors’ data to improve the product user experience and let the ads target the right audiences.

The importance of third-party tracking cookies

First of all, these cookies may have a direct impact on marketing processes such as reach, sales, etc because third-party cookies collect basic data like customer’s age, gender, web searches, time spent on these pages, and so on. All of this information can be useful to the overall marketing strategy. In addition, third-party tracking cookies can help advertisers to reach the right audience at the right time.

Why Google is getting rid of third-party cookies?

Google is banning these types of cookies due to the concerns of users’ privacy. “Users are demanding greater privacy including transparency, choice, and control over how their data is used and it’s clear the web ecosystem needs to evolve to meet these increasing demands”, wrote Justin Schuh, Director, Chrome Engineering.

As a marketer, what can we do?

We need to know that Google is not banning all cookies and they will keep its first-party cookies, which allow you to track basic analytics on your brand’s site. On the other hand, there’s a saying that when one door closes, another opens. We should believe that there will be another innovative way and alternative tools to track audience data. As a marketer, always embracing the change is so important. There’s no doubt we will be impacted by the elimination of these cookies in the short run. However, it’s crucial for a brand to think of it thoughtfully. Analyzing and understanding the trends and then make adjustments to the formal strategies. Maybe another opportunity will bring you new success.