What marketers and users would face without third-party cookies?

Third-party cookies are those that are placed by websites other than the one the user is visiting. And now Google has announced that it will phase out support for third-party cookies in its Chrome browser on the end of 2024.

This is a huge change and challenge for many marketers and users. However, the advantages and disadvantages this change will bring to both sides.

Users

Advantages

1. Protect privacy, Without third-party cookies, users may see fewer targeted ads based on their browsing behavior. Many users can feel that their privacy is protected.
2. Internet security issues, cookies are no longer allowed to track user information and behavior on the Internet.

Disadvantages

1. Without personalized ads, the relevance of ads is decreasing. Users may see a lot of ads that are not relevant to them, and these ads may not match their consumption habits and consumption intentions at all. Users lose out on personalized and relevant ads.

Marketers

Advantages of cookies

1. Deliver ads more precisely to the groups you want. Marketers are easily to target the potential customers.

2. Customer groups have a better advertising experience. Just imagine that you as a user see the ads which show what you intent to know or purchase by accident. It would be a better ad experience than non relevant ads.

3. Advertising data across channels and sites can be measured easily by cookie tracking. If third-party data would be eliminated by Google, it would be difficult for marketers to measure the effectiveness of ad campaigns across different websites and channels. It would be a challenge for marketers to optimize campaigns for maximum performance. There are data indicators to better confirm the effect of your own advertising

4. Advertisements are linked, multiple appearances of advertisements help to prompt consumers to make purchase decisions. Ad performance may become worse without cookies.

Disadvantages

1. Monopoly, all fronts must be gathered on the first party such as Google. Companies that have not collected their first data might spend more money on Google ads, and they might spend more money on traffic because of real-time bidding. However, companies might not gain good advertising performance.

2. It is more difficult for marketers to create personalized and relevant ads based on user behavior and interests.

3. Companies that have not prepared their own first data need to spend more money and energy to re-collect their first data.

4. Users may trust the website and brand more because there is no cookie tracking.

In conclusion, while marketers may lose some tracking features and personalization options, as well as data from ad performance measurements, users will benefit from improved privacy, reduced security risks, and better site performance. In general, when the decision is made by Google, as marketers, we should always be ready to face the challenges of market changes.