The Cookieless Era is Coming.
The Death of the Third-Party Cookies
We live in a technological world. Most of the new generations have been born to the smartphones, smart TVs, social media era. Now, these days we see most of the internet authorizations over our information as "normal," but it shouldn't be. So, I will explain what most of these online normalities mean and what entitles our data.
So, first, HTTP means Hypertext Transfer Protocol and is a networked, collaborative hypermedia information system application protocol that enables users to exchange data. Second, HTTP cookies are necessary for the contemporary Internet, yet they pose a risk to your privacy. These cookies, which are an integral aspect of online browsing, assist web developers in providing you with more personalized, easy website visits. Cookies enable websites to remember you, your website logins, shopping carts, and other information. They may, however, be a goldmine of private information for non-desired people to snoop on.
Privacy Sandbox vs. Third-Party Cookies
The domain of what you are searching or going into directly are first-party cookies. They let website administrators collect analytics data, remember language preferences, and perform other helpful services that contribute to a positive user experience. Third-party cookies are produced by domains other than the one you are visiting, collecting their data. They are employed in cross-site tracking, retargeting, and ad serving.
For a company like Google, the biggest search engine that uses first-party cookies, being "done" with third-party cookies doesn't mean much to them or their first-party data ad business. A third-party cookie restriction will only affect those relying on their Ad businesses on third-party cookies. However, Google arrived late to the move of protecting privacy, Safari and Firefox did years ago. However, Google will keep tracking your data in a more 'sensible' way without allowing others to interfere in their process. This will only be beneficial to Google because they will control some of the advertising processes.
Google has postponed its planned disabling of third-party cookies on its Chrome web browser from 2022 to 2023. Websites utilize cookies to track users' browsing activities, allowing digital publishers to target their advertisements better. As a result, they postponed creating a "responsible" transition for privacy and solutions for customers and the ads industry. It mostly means that the customer's privacy is not first on the agenda, once again.
Apple in Favor of Privacy or Apple?
While Apple has long been an advocate of user data privacy, this latest update has alarmed marketers and agencies who rely on first-party data analytics to reach Apple customers. Apple's recent IOS 15 release included many privacy changes aimed at safeguarding user privacy by removing ad trackers and disguising email behavior. This change will prevent senders from collecting data or tracking information from the application users or emails.
As a marketer, I believe this to be a threat to email marketing. A media that has been a go-to for offering personalized products, discounts, and services. Without the opportunity to use background pixels on this tracking metric, we will not have first-hand data on consumers. But on the other hand, as a consumer, I value my privacy, and I am cautious withing with whom I share my data. Knowing that the new Apple privacy update will further protect my information from being misused generates and increases my loyalty to the brand.
Post-Cookie World
Brands build loyalty with customers by creating a sense of security. After Covid-19, consumers searched for brands and companies that are giving back, trusted, and sustainable. Even more, rebuilding an advertising world where brands protect and support customer privacy will generate and unique sense of trust.
Apple users like myself have increased loyalty towards the brand after knowing how our data is further protected. Not only because we have been long-term users but because now we have a more meaningful sense of security while using their products. However, as marketers, we have for long depended on the use of email marketing tracking.
With this said, the impacts of transitioning to a post-cookie word and Apple updates blocking email background pixels will cause chaos with advertising companies that depend their targeting on this data. The pros are simple, user privacy, and consumer security. However, the cons are only from a publishing or marketer standpoint. About 80% of advertisers rely on third-party cookies. As a result, it will be challenging to track desired target markets, analyze their tendencies, and limit personalized ads. But we always find a way to overcome challenges; that's the fun in an industry-focused always in innovation. We only need to be prepared.
