Third Party Cookies Are Out 🪦

Published: Fri, 03/18/22

Third Party Cookies Are Out 🪦

The use of third-party cookies by marketers will be banned by 2023. Several years ago, Mozilla Firefox and Apple Safari blocked the use of third-party cookies.

Google Chrome, however, has kept them. The fact that Chrome is the most popular browser means that not only are cookies disappearing but a source of consumer data is as well.

The consumer community, however, is looking forward to this change, as it means greater privacy while surfing the Internet. But for us marketers this huge supply of data must be compensated for. But do not fear my fellow digital marketers. Adapting your efforts and finding new ways to engage with your audience will be crucial before Google cookies are completely eliminated.

Replacing Third-Party Cookies

You do not have to start from scratch when you rebuild your marketing strategy. Similar to third-party cookies, Google offers a solution and new technologies that provide insights. Privacy Sandboxes are one option.

Through this, more collaborative initiatives are implemented instead of invasive tracking techniques.

Using new methods to track consumers

The Privacy Sandbox offered by Google proposes that individual user data remains in the browser instead of technology companies and ad agencies controlling and selling it.

As a result, customers will still get personalized ads while maintaining privacy controls. The most recent ideas introduce new ways of making sure that ads are relevant while minimizing the amount of user data shared with advertisers and websites. User information is aggregated anonymously and stored on the device.

FLoC - Federated Learning of Cohorts

One of Google's new ideas is the Federated Learning of Cohorts. By using this method, user data can be collected and organized into groups rather than creating individual profiles.

Various ad companies will gain access to Google user profiles at this point. As well as being able to target ads, Google still retains control over the data.

Google has been accused of finding new ways to infringe on privacy by its critics. Furthermore, Google's new approach has been accused of predatory targeting and discrimination. You can't avoid the changes coming no matter how you feel about them.

Marketers should prepare to utilize the new methods of data collection and sharing by adapting their efforts. The industry will also release more information regarding technologies as we approach the phase-out time, while ethics debates will intensify.

However, if you want to adapt to the upcoming changes, you will have to consider your strategy and what methods to put in place, both with and without Google's alternatives.