What exactly is the function of a cookie? Well, simply put, these are marketing tools used by sites to keep track of information regarding the user’s visit. So when the user is busy placing March Madness bets and a cookie suddenly shows up on the user’s browser, the site’s actually working to store information about the user’s activity to make their experience more convenient.
Cookies have been around for many years, and they happen to be useful to visitors and sites. But since marketing strategies are now changing, the use of Google ad-tracking and cookie tools could change with 2022 Chrome browsers.
News of the phase-out was announced in 2020; however, Google initiated more hype around it only recently after reporting that they had no intentions of building other identifiers to keep tabs on individuals when they go about browsing the internet. Obviously, this would mean that cookies would phase out since these are the primary sources used to track user activity while on the web.
With this announcement, it means that there will be a noticeable shift in how privacy, advertising, data, publications, and business experts will conduct business online. This could have a significant impact on the advertising and marketing space, however, other spaces may experience slight effects with time.
But Google won’t remove one thing to not replace it with another. Big changes are underway to begin this transformation while new alternatives will be emerging to help the online space thrive without the use of third-party cookies.
Not all cookie marketing strategies will be done with. From Google’s statement, plans only extend to third-party cookies on browsers. This means that first-party cookies will continue to track the user’s basic data regarding website visits.
The news regarding the removal of third-party cookies may have shocked many. However, it wasn’t a surprise to several experts in the marketing field. Some governments have been conducting their own investigations in getting to the bottom of topics relating to data privacy issues. Therefore, news regarding this step has been circulating despite the confirmed announcement having been made only recently.
The removal of third-party cookies on Chrome browsers will be a disadvantage to some, however, marketers have also shared concerns about what reason Google is using it to follow through with the phase-out.
Even with the removal of Chrome’s third-party cookies, those operating on the online space will still be able to capitalize on Google Ads and still leverage accordingly. This will also be powered by first-party cookies backed by Google Chrome and tools provided by Privacy Sandbox. But even with this, some ad platforms and software that rely on third-party data will suffer without the support of Chrome. In other words, Google’s phase-out may benefit customers to protect their privacy theoretically, however, this move may make ad platforms suffer in the area of revenue.
Yes, Google has declared that it won’t be investing in technological tools that will help track the activity of visitors at an independent level. However, this doesn’t mean that it won’t be looking into exploring other alternatives. In addition to the Privacy Sandbox belonging to Google’s development, it’s already witnessed successful results in the area of advertising from FloC which is a tracking technology that’s able to track group activity as opposed to an individual activity.
Even though the area of cookies looks a little shaky at the moment, this gap may create an opportunity for adaptable and skilled brands to capitalize on. It’s a big move that’s called a lot of cause for concern, however, many browsers and Google are still for the idea of user privacy.
Since more laws are surfacing regarding privacy policies, this may present an excellent opportunity for advertising alternatives that are less vulnerable just in case another governance deems certain processes or marketing tactics as obsolete.