Google’s privacy pivots have taken the marketing world by storm: third party cookies are being taken away in 2022 to protect users requesting more privacy and transparency on how their data is being used.
You may be asking yourself “How will that effect my digital marketing?”. Well first let’s start off with the basics:
- Cookies: Cookies are files that gather user data and monitor activity in order to create a heightened user experience, increase personalization, and improve targeting.
Now you know what cookies are, but what’s the difference between first party and third party cookies?
- First Party Cookies: stored by the host domain (the website the user is visiting directly), allowing websites to build analytics data and other user data.
- Third Party Cookies: created by domains other than the one the user is visiting directly (thus creating the name ‘third-party’), used for cross-site tracking, retargeting, and online ad-serving.
Why is this a big deal?
- Although Google Chrome is not the first browser to phase out third-party cookies, but it’s the biggest (in comparison to Safari and Firefox)
- Google Chrome is made up of more than 56% of the web browser market (2019)
- Chrome also accounts for more than half of all global web traffic
What do we need to know/what do we do about it?
- Google Chrome’s phasing out of the third-party cookie can shift areas of marketing while others will stay the same. If your company is thriving on the third-party cookie, you may want to take a look at some emerging-alternatives to the third party cookie.
Here are a few of the hottest, most popular alternatives:
- Contextual Advertising
- Target advertising where ads appear online on relevant sites based on content matches rather than cookies.
- First-Party Data
- Depending on consumer relationships and asking for information and consumer data through solutions such as form-fills.
- Data Platforms
- Provides real-time consumer data to connect with the correlated/ideal consumer.
- Predictive Data
- New technology, such as AI that can help predict consumer behavior and performance.
- Other Alternatives:
- Universals IDs, Data Pools or Data Clean Rooms, User Identity Graphs (a data base that stores all data that correlates to the individual customer), Fingerprinting, etc.