Google is phasing out third-party cookiesBack
Google will start abolishing third-party cookies in 2024. These are being replaced by a new revenue model to sell Chrome users' data to advertisers. The Tracking Protection function will be the first to be released in January.
The rollout of the Tracking Protection feature will begin on January 4 for just one percent of users. These Chrome users are selected at random. They only receive a notification when opening the web browser on their desktop or telephone. The Tracking Protection feature blocks third-party cookies by default. Later in the year 2024, third-party cookies should be a thing of the past.
Third party cookies
A cookie is a small file that is placed on the hard drive of your computer, tablet or smartphone. This file allows another party to see, among other things, which pages you visit, what your login details are, what you click on, which products you place in the shopping cart and which products you actually purchase. First-party cookies are placed by the website you visit; If you agree to the placing of cookies, the website collects data about you.
The third-party cookies are placed by data collection companies such as Google and Facebook. These cookies can, for example, be used to create advertisements. In recent years, third-party cookies have become an essential part of building customer profiles: they allow companies to track the user's entire surfing behavior.
With the phasing out of third-party cookies, it will become more difficult to direct the right users to your website because there is simply less data available about this group. So you will have to work on your campaigns in other ways. And as an advertiser you have to think differently to set up successful campaigns. Advertisers still make extensive use of third-party data to set up target groups.
Developers can anticipate the loss of third-party cookies by getting started with the more privacy-friendly alternative, the Privacy Sandbox. Moreover, not only privacy organizations, but also antitrust organizations are closely monitoring Google's new advertising system.
The demise of third-party cookies has the advantage that you as a marketer gain more control over the (first-party) data: the data that you collect and process yourself.
This data comes directly from your website visitors and is therefore very reliable and valuable. You can use this to create customer profiles based on interests, preferences, location and behavior, for example.
Advertising will probably become a smaller acquisition channel; Email and organic search results are becoming more important for driving traffic to your website. Building a valuable email list and setting up good email marketing flows becomes essential.