Topic number one in the digital marketing world since the beginning of the year – you must have heard of Google cookies so far. Before we go deeper into what Google has announced and how it will impact marketers and their clients, let’s go back to the basics and explain the term website “cookies. “
There are three types of cookies:
First-party cookies are stored under the domain you are visiting at the moment. So, if you are on a website, all cookies stored under that domain are called first-party cookies.
Second-party cookies are also first-party data but shared between partners. They are just part of that data related to cookies.
Third-party cookies are cookies that are stored under a different domain than you are currently visiting. They are used to track users between websites and show more relevant ads between websites.
Why is Google removing third-party cookies?
Google has announced several months ago that it would abolish cookies for marketing purposes.
Google Chrome is removing 3rd party cookies for good. If all goes according to plan, future updates to the most popular web browser in the world will rewrite the rules of online advertising, and it will become much harder to track the web activity of billions of people.
After withdrawing these “cookies, “Google is not developing any similar alternatives to help marketing agencies target their online campaigns.
Positive change – yes or no?
Like many other experts in this industry, Jeff Green, CEO of The Trade Desk, expected the move and called it “consequently positive for the entire industry.”
In today’s digital marketing structure, ‘cookies’ affect the only segment that refers to search engines, approximately 20 percent of the market. On the other hand, in the fastest-growing part of digital overtaking – connected TV devices (CTV) – there were no “cookies” from the beginning.
What does cookie withdrawal mean to marketers?
The loss of third-party inventory cookies and mobile identifiers across paid channels means advertisers are eager to find new ways to maintain reach levels and attract high-value audiences.
Is Privacy Sandbox going to help?
Google has launched its “Privacy Sandbox” as an initiative to find a better solution that protects user privacy and at the same time lets content remain freely available on the open web.
This is where 3rd-party cookies will be replaced by sets of browser-based, privacy-preserving application programming interfaces (API). These APIs will provide anonymity to browser users so nobody will be identified.
However, Google is also permitting advertisers to use these data for remarketing, interest-based targeting, ad selection, and conversion measurement.
Latest News – Google is moving plans to 2023
Google is pushing back its timeline to withdrawal third-party tracking cookies, giving the digital marketing industry more time to develop plans for more privacy-conscious targeted ads.
Google is updating the timeline, and the company says it is planning to phase out support for third-party cookies beginning by mid-2023.
Mila Z.
