No More Third-Party Cookies: What You Need to Know

With privacy concerns on the rise, Google, among other large data companies, is making significant changes to how they gather and manage user data. One of these changes from Google is the announcement that they will no longer be supporting third-party cookies.

This announcement is substantial, but Google later altered the date of this change to mid-late 2023. While this gives businesses more time to adjust their marketing strategies, Markentum is sharing what information you need to know as you start planning for 2022.

What is a Third-Party Cookie?

A “cookie” is a piece of data stored on your computer in the web browser you are using (Chrome, Safari, etc.). This “cookie” can then be used to track you as you travel to other sites. Often, advertisers use these third-party cookies to show you targeted advertising relating to what you viewed across the web. For example, if an individual’s browsing history included a lot of women’s clothing sites, they may be targeted to receive advertisements on women’s shoes or handbags as they travel to other websites.

The announcement to no longer support these third-party cookies falls into Google’s new initiative, the Privacy Sandbox. Google states this “initiative aims to create web technologies that both protect people’s privacy online and give companies and developers the tools to build thriving digital businesses to keep the web open and accessible to everyone.”

What Does This Mean for Marketers?

This emphasis on privacy means that Google Chrome will no longer support the use of third-party cookies to track users across the web, and Google Ads will no longer allow advertisers to use third-party data for ad targeting. This change mirrors Apple’s App Tracking Transparency with their iOS 14.5 update, which “requires apps to get the user’s permission before tracking their data across apps or websites owned by other companies for advertising, or sharing their data with data brokers (apple.com).” 

Google continues by saying, “the fundamental principle of the Privacy Sandbox is that the browser can create a protected space around the personal data you share with the websites you visit—from your web visits to your email entered into a form. This data is then safeguarded from being accessed in a way that can, over time, identify you.”

While we can agree that this shift positively impacts us as consumers, it leaves some marketers scrambling to adjust their paid strategies. Fortunately, businesses can still leverage and target based on their first-party cookies or data collected on a website itself. For example, while Markentum won’t be able to target users who have visited other marketing agency websites, we can target those who have previously visited growmarkentum.com.

Taking Advantage of First-Party Data

As you start planning, adjusting, and strategizing for 2022, it’s important to keep these third-party data shifts in mind and place more emphasis on your first-party data. Employing first-party data strategies in 2022 will ensure your paid advertising isn’t significantly impacted if and when the final roll-out of the Privacy Sandbox happens in 2023. 

Be Honest & Transparent About Data Collection

To successfully collect first-party data, you must create a data transaction that provides value for the customer and builds trust by communicating transparency of use. One brand leading the way on this is the New York Times, which has already launched an advertising data program that uses its own data and data science techniques. According to the New York Times, “our program doesn’t rely on third-party data or cookies, but instead focuses only on what readers do on our site and mobile apps.”

Create More Personalized Experiences

Leveraging first-party data can also enable you to create more personalized experiences for your audience. While third-party data allows marketers to generalize an audience, first-party data lets businesses understand how users interact with their site and deliver content that complements their journey, increasing the chance of a conversion.

Add Momentum to Your Paid Ads

Google continues to be a leader in search and advertising, holding 92% of the search engine market share. While these privacy changes are ongoing, Google Ads will continue to be an important part of any marketing strategy. 

Markentum is a digital marketing agency specializing in senior living marketing. Discover how we can help you leverage your first-party data and maximize your paid advertising efforts by reaching out to our team today!