Third-Party Cookies Going Away in 2024: What it Means for Your Business
Yes, third-party cookies are officially going away. Google is making a major move with its Chrome browser that's going to impact how websites track visitors. According to Google, the plan is to increase third-party cookie restrictions to 100% of users from Q3 2024. This is a big deal because Chrome is a widely used browser, and third-party cookies have been a key part of how online advertising works. Update (July of 2024): Google has announced that it has cancelled its plans of phasing out third-party cookies on the Google Chrome browser.
Before we get into the topic of cookies, there's another update you should be aware of: Google's Consent Mode v2. With a March 2024 deadline looming, understanding this update is key as it complements the move away from third-party cookies by emphasizing user consent. For more insights, take a look at our article on Google’s Consent Mode v2 update.
First-Party vs. Third-Party Cookies
Before we go any further, it's important to understand the difference between first-party and third-party cookies:
First-Party Cookies are created and used by the website you're actually visiting. They help with things like keeping you logged in or remembering what's in your shopping cart. They're generally seen as helpful and less invasive. In the context of digital advertising, these are the ones that are used in remarketing campaigns.
Third-Party Cookies are set by domains other than the one you're visiting, often by advertising networks to track your browsing across multiple sites. This is how ads for something you looked at on one site might follow you to another site. In digital advertising, companies like Google use third-party cookies to create interest-based audiences.
How This Change Affects First-Party Cookies
The upcoming change in Chrome specifically targets third-party cookies, aiming to improve user privacy. First-party cookies are not directly affected. However, businesses might need to reassess how they gather and use data, ensuring they rely more on first-party data collected directly from their interactions with customers.
What It Means For Businesses and Advertisers
Many businesses we've worked with preferred the convenience of third-party cookies. But as those are being phased out, we believe relying on your own data is going to be the standard way forward. Those who start focusing on first-party data now will have a relatively significant advantage over anyone that fails to adapt their approach.
The Next Step In Digital Marketing
Businesses, particularly small and medium-sized ones, can take several steps to adapt:
Focus on collecting data directly from your customers (first-party data) through your website, apps, or in-store interactions. This data is more relevant and valuable because it's based on direct relationships.
Familiarize yourself with the alternatives Google is proposing, like the Privacy Sandbox. These tools aim to provide privacy-preserving mechanisms for advertising without the need for invasive tracking.
Don't put all your eggs in one basket. Use this as an opportunity to explore other marketing channels like email, content marketing, and social media, which don't rely on third-party cookies.
Adding to that, Google also recommends features like Enhanced Conversions and cross-domain tracking for businesses and advertisers. Enhanced Conversions improve your ads by securely using data from actions taken on your site, like purchases or sign-ups. Cross-domain tracking is handy if you manage multiple websites, helping you see how customers move between them, again in a secure way.
First-party data types/sources
How This Could Affect User Experience
For users, the end of third-party cookies in Chrome should mean more privacy and control over their data. However, it might also lead to changes in how websites fund themselves, potentially affecting the free content available online. Users might see more generic ads or have to rely more on subscriptions and direct purchases.
We're Here to Help
We understand that these changes might seem overwhelming, especially if you're just getting just catching up with all of the recent changes in digital advertising. But we're here to guide you through this transition. Whether it's optimizing your use of first-party data, exploring new advertising formats, or adjusting your marketing strategies, we've got the experience to help you do that. Besides…we love it!
Final Thoughts
Google's move to phase out third-party cookies is a significant shift towards a more private web. It challenges businesses to rethink their digital marketing strategies but also offers a chance to build deeper, more transparent relationships with customers. If you're unsure about your next steps or how to make the most of this change, feel free to reach out to us for a consultation.
Frequently Asked Questions (FAQ) About Third-Party Cookies
This article was written with the support of A.I. technology.
