13 October 2022 |
Data, Insights, Privacy
Google pledged to completely phase out the use of third-party cookies on chrome, pushing its internal deadline back to 2024. Implications arise as digital marketers heavily rely on cookies to reach their targeted audiences within remarketing campaigns and will therefore need new avenues to reach these consumers.
The end of cookie tracking comes after rising concerns from consumers regarding their online privacy. Cookie tracking by many is deemed as an invasion of privacy, with most users not wanting to opt-in for third-party cookie tracking.
So what exactly are cookies?
To be simply put, cookies are files created by the website you’re visiting. Third-party cookies are used to track user behaviour and are used by advertisers to target the most relevant consumers for their campaigns.
You might notice that products and services you had previously searched for are appearing as ads. These occurrences are not coincidental but are made possible by the use of Third-party cookies.
Is there an alternative for advertisers?
First-party tracking will still be available, where your data will be stored only within the website domain you’re visiting. This data consists of user behaviour and interactions made within the website being visited. This information is used for website optimisation or alternative advertising efforts.
To fill the shoes of third-party tracking, Google is working to create a less intrusive resolution to targeted tracking called the ‘Privacy Sandbox’. The Sandbox will categorise users into groups such as travel, sports or fashion, etc, and can then be used by advertisers to target the specific group. The significance of this is that the user’s data will be stored within the user’s device and can not be shared with third parties.
Moving forward, the utilisation of first-party data will be of more significance, stressing the importance of creating interactive quality content such as newsletters to collect functional and insightful data.
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