Preparing for a Future Without Third Party Cookies
by Noble Studios
December 2021 Article Update: Google plans to delay by more than a year its plan to block third-party cookies from within its Chrome browser. Google announced in June 2021 an extended timeline for its cookieless changes, saying they will begin in late 2022. During that period, publishers, advertisers and adtech vendors can migrate their services to work with new technologies. The next stage is the cookie phase-out, expected to start mid-2023 and finish later that year.
Cookies have been a part of online existence, pretty much since its inception, so most users barely think about them anymore. Marketers, however, have relied on both first- and third-party cookies to collect data, tailor advertisements and better understand the consumer’s user experience on a daily basis. So, on January 20, 2020 when Google announced plans to phase out third-party cookies within the next two years on Chrome, it caused quite the stir. Because the Safari and Firefox browsers have already blocked third-party cookies, by 2022 nearly 100% of the internet will be third-party cookie free.
Of course, this decision will force some necessary changes across the industry. This will include how information is obtained, experiences are personalized and how display advertising is tailored moving forward.
What does this mean for marketers and the future of collecting information?
What Are Cookies and How Do We Use Them Today?
Third Party Cookies
Third-party cookies are small text files stored on a browser directory initiated by domains other than the one a user is visiting. They are used to track user behavior for online advertising purposes or to allow websites to provide outside services, like live chats. For example, if a user was visiting yourwebsite.com, ad.doubleclick.net will create a third-party cookie to track the user’s session. There are a few ways that marketers use third-party cookies to understand user behavior.
Retargeting
Behavioral targeting
Personalization
Measurement
Are third-party cookies bad? In a word, no. These cookies collect data that make it possible to tailor marketing to the user, automatically auto-populate forms and re-engage users later. However, as they are gradually phased out, it’s time to use different methods to understand user behavior. However, for those who diligently protect their online privacy, third-party cookies may seem like an invasion.
Read the entire article at the Noble Studios website: https://noblestudios.com/third-party-cookies-phased-out/