What happens when third-party cookies go away?
Table of Contents
After it eliminates third-party cookies, Google would like your browser to store details about your interests and allow targeted ads rather than letting outsiders build marketing dossiers about you. Google calls this system Federated Learning Cohorts (FLoC), part of what the company terms a “privacy sandbox.”
first-party data
In early March 2021, they provided the long-awaited answer: the replacement for third-party cookies is first-party data.
Why are third-party cookies important?
Third-party cookies specifically are created and placed by websites other than the website you’re visiting. These cookies enable the browser to remember important user info, such as what items you add to shopping carts, your username and passwords, and language preferences.
What is the impact of cookies?
As the number of persistent cookies builds up on your computer, they can contribute to slow Internet performance. Deleting the cookies can lead to faster overall Internet access, but may also cause slower access to the sites you visit frequently.
Similar to first-party cookies, third-party cookies do not cause a huge impact. Inherently, cookies are not dangerous and will not infect your computer with harmful viruses or malware. However, third-party cookies can be seen as an invasion of privacy to some users.
Why are cookies going away?
Browsers are rendering them obsolete, which means publishers and brands need to adopt new strategies for connecting with consumers. Cookies, third-party cookies, in particular, drive a lot of online ads, but their usefulness will soon be greatly diminished.
Is Google phasing out third-party cookies by 2022?
Because Chrome, Safari, and Firefox will all no longer support this type of data tracking by 2022, publications like Digiday are calling Google’s phase-out the “death of the third-party cookie.” What happens next?
Third-Party Cookies Third-party cookies are tracking codes that are placed on a web visitor’s computer after being generated by another website other than your own. When a web visitor visits your site and others, the third-party cookie tracks this information and sends it to the third-party who created the cookie — which might be an advertiser.
Another is data privacy regulations, which make it harder to harvest that customer data in the first place. But an even bigger complication looms on the horizon. It’s poised to cause the next seismic shift in marketing: the end of the third-party cookie.
Is the end of third-party cookies looming on the marketing horizon?
All those moves will make it all but impossible to follow a customer across digital experiences and get a full picture of their needs, behaviors, and intent. A seismic shift looms on the #marketing horizon: the end of third-party cookies, says @TheTimHayden via @CMIContent. Click To Tweet