What happens after third-party cookies are eliminated?

Third-party cookies have been around for years. In the beginning, only a few people understand it. Most people allow the website to use cookies by clicking “ACCEPT ALL, “ as I always do.

Later, the public begins to understand tracking cookies’ functions and activities. People start to blame tracking cookies have been invading our privacy and sharing with the public.

The government has valued the issue and sought solutions to protect website users. Governments legislate laws and regulations such as CCPA, ePR, and GDPR to regulate tracking cookies further. Eventually, we will live in a cookies-free zone while visiting websites, as Google announced.

Although we focus on the privacy violation of tracking cookies, there are still merits to users:

• Personalized experience: Tracking cookies are used to create a user’s online profile to serve them personalized content.
• Less repetitive ads: users won’t see the same ads repeatedly.

We will lose these merits in the cookies-free zone.

Of course, we will embrace other features as a user!

• The end of tracking cookies will mean increased privacy for users.
• Users will see fewer ads that they may consider irrelevant or annoying.

Speaking of ads, what would marketers, who make a living by ads, do after losing third-party cookies?

Marketers definitely find it harder to target the right audiences since they need accurate data insights. Their marketing campaigns will be less effective than before, which will lead to increased marketing costs.

On the other hand, more opportunities are emerging. The diminishing of third-party cookies and giving up on tracking cookies forces marketers to discover new ways to understand consumer behaviors. This will promote the development of new and creative marketing strategies, which could lead to more innovative and effective advertising campaigns.

Marketers will build a more profound connection with consumers when they stop relying on tracking cookies. Human interactions between marketers and consumers will empower brand loyalty and engagement in the long run.

Living in a cookie-free zone is a massive challenge for both users and marketers. Both parties need to adapt to the change.

Users have more privacy rights in exchange for personalized user experiences.

Marketers will have more freedom to create innovative strategies and campaigns.

Personally, as a user and marketer, I am excited to embrace the change!