You may or may not already be avoiding cookies depending on your New Year’s resolution, but marketers will need to ditch (digital) cookies entirely in the coming year.
By 2022, Google Chrome will phase out the third-party cookie. Since the browser accounts for 70% of desktop internet browsing (and both Safari and Firefox – the No. 2 and No. 3 browsers – have already blocked them), this effectively buries the cookie in a pixilated grave.
Originally meant to tell servers that a user has visited a website previously, the cookie has grown to do much more than ever intended. For instance, these bits of info power advertising campaigns by enabling us to track our audiences across the web.
In many circumstances, third-party cookies have become annoyances that are unnecessarily invasive in the eyes of Internet browsers. So while this shift is a win for privacy protection, it has created uncertainty in the advertising industry. Many types of display and remarketing campaigns will require an alternate approach in the future without the cookie.
And while third-party cookies are going by the wayside, first-party cookies will remain intact — so you can still gather data about users on your website and how they interact with it. However, you won’t be able to track behavior outside of your owned web properties.
This development also opens up the door for future innovations in digital advertising. For example, Google is releasing its own Privacy Sandbox toolset to enable targeting through Google Ads.
Any questions or comments? Reach out to Hunter Taylor, ChappellRoberts’ Senior Digital Strategist, and start a discussion!