Is the end of the third-party cookies era?
Google announced that they will delay their plan of obsoleting third-party cookies until 2024, as they need more time to evaluate and test the new Privacy Sandbox technologies. Moreover, Apple also introduced a wealth of new privacy-protecting features to protect Apple users’ privacy and security.
Some people may ask if that is the end of third-party cookies time.
However, Let’s talk about third-party cookies first.
Cookies are small code that is delivered to users’ browsers as the person visits the websites, which largely fuels the digital marketing industry. And third-party cookies are usually used by advertisers to track users’ behaviors and browsing history, and then they can serve you relevant ads.
For instance, if you come across Nike sneakers on a shopping website, when you later visit Instagram, the third-party cookie can show you the ads on Instagram.
The below clearly explains how cookies work.
So, if Google really launches a third-party ban, what it could mean for the future of the digital marketing industry?
Although there are other browsers out there sharing the marketing, Chrome account for 63% of the total share. You can imagine how devastating it is for digital marketers if there is no third party in the Chrome browser. One reporter predicts that publishers could lose out on $10 billion in revenue with the cookie phaseout.
Since third-party is an essential way to collect users’ behaviors advertisers can promote customized ads on users’ browsers. That’s why there has been so much doom and gloom associated with their demise.
From the perspective of users, it could bring many positive benefits. As people nowadays are more and more aware of the importance of personal privacy, but they can’t do anything with third parties collecting the information.
Overall, ending third-party is a good change because it benefits the user’s experience to reduce their concerns about online privacy and data security.
However, since third-party cookies are such an easy way for marketers to reach potential customers, marketers have to be more innovative in getting more customers after the cookie phase.
And it is pretty weird for customers that simply show you the same clothes that you viewed a minute ago, and there is zero creativity. So, work harder, marketers, to be more creative!
