As Google prepares to phase out the use of third-party cookies on its Chrome web browser, we've laid out the key points that you need to know...
What Are Cookies?
Before we dive in, let's re-cap! Put simply, cookies are small files that are stored on your device when accessing websites. There are a few different types and we've outlined the most common below...
Session Cookies
These are used by a website to track a users activity when actively browsing a site - for example, they're used on e-commerce sites to track what's in your basket.
First-Party Cookies
The idea of 1st party cookies is to provide the website owner with analytics data to improve your experience on their website.
Third-Party Cookies
It's time to say goodbye! These cookies are used to obtain data on users such as demographic information and are often re-purposed for advertising across the web. Third-party data is often aggregated and sold on to advertising companies for marketing purposes.
The End of Third-Party Cookies
The past few years have seen numerous data scandals such as the Cambridge Analytica situation during the US elections. Since then, users have become much more aware of how their data is being monitored and used online and tech giants are responding.
Apple has recently introduced new features in its Safari web browsers to actively block tracking cookies where possible and Google is completely removing support for third-party cookies from its Chrome browsers. Currently, Chrome is used by 63% of internet users and therefore it's pretty safe to say that this move will have a huge impact both for the end user and advertising companies.
In simple terms - this will limit the ability to capture and use identifiable data such as the location, age and interests of an internet user.
What This Means For Your Business
In short, it means that you will not be able to capture and utilise as much data on users as before. For example, if you're using platforms such as Taboola to display ads on other websites based upon user profiles, you'll find this changing and the options for targeting will become limited.
What You Can Do
It's time to get creative! Rather than relying on third-party data, it's time to think about other methods of online marketing that can keep things ticking over, even without cookies.
Leverage Your First-Party Data
It's time to crack out the mailing lists and analyse your own data! Start talking to your customers and track what's happening on your website to build a strong picture of what's working and what could do with a spruce up.
Contextual Marketing
You can use keywords when running ad campaigns to target users on websites which match those terms.