How the Marketers will Deal with Banning of Third-Party Cookie?

Third Party Cookies

Cookies generated by domains other than the one the user is visiting at the time are known as third-party cookies, and they are primarily used for monitoring and online advertisement. They also allow website owners to provide services like live chats. Third-party cookies aren’t necessarily “evil,” but they are an important part of how different businesses (typically advertisers and social networks) monitor people’s traffic, even when they aren’t specifically using their website.

Google Banning Third Party Cookie

The third-party cookies are no longer an issue, at least in terms of its ad networks and Chrome browser. This is a huge improvement for the advertising industry, and it seems to be a step forward in terms of privacy, but it is also a limited one. It doesn’t mean Google will stop gathering your details or using it to target advertising.

Google will no longer sell web advertisements related to individual users’ surfing habits, and its Chrome browser will block cookies that collect that information. Advertisers who rely on cookies will have to find a new way to reach users; Google believes it has done so already. Meanwhile, Google will continue to monitor and target users on mobile devices, as well as serve ads to them based on their interests. To move from the cookie, the google has introduced the sandbox that will serve a similar purpose for the marketers.

Marketers Next Step

The reality is that Google Chrome’s privacy efforts will have a significant effect on certain aspects of marketing and advertisement, although other strategies may remain largely unchanged. If a person is an advertiser or marketer who depends on third-party data or person data for specific online audience targeting strategies, then it will be tough to handle this change.

The marketers will still be able to use and target Google Ads, which will be powered by Google Chrome’s first-party cookies and the Privacy Sandbox tools, even if third-party cookie data from Chrome is not accessible. However, without Chrome’s support, some ad software and platforms that rely on third-party data would suffer greatly.

There are no clear solutions to this dilemma. Cookies were a brilliant concept that was then exploited by advertisers, leading to the latest drastic attempt to eradicate them. Marketers are looking forward to see how Google’s “Privacy Sandbox” plays out. This initiative has the potential to pave the way for a brave new world free of third-party cookies. It promises to address privacy concerns by classifying cookies and blocking fingerprints “aggressively.”