There is a buzz everywhere that the cookies are soon going to vanish. Well to make it clear only third-party cookies are going away. Google is trying to phase out third-party cookies from chrome by 2023. This is a major step that will bring the change in the way digital marketers look at cookies. Marketers have been using cookies to track the footfall on the website to improve the user experience. They collect data that helps in targeting ads to the right audience. Not only this we can also check what the audience is searching for while being away from the website.
The Death of The Third-Party Cookies was first announced by Google in 2020. Recently we got to know that Google won’t be building ‘alternate identifiers to track individuals. They will not be using any of them in their products.”
What is the Difference Between First-Party and Third-Party Tracking Cookies?
Cookies will save every time a user visits a website. There are two types of cookies First-party and third-party tracking cookies and accordingly, sometimes only first-party cookies. Let’s know the difference between first-party cookies and third-party cookies.
First-Party Cookies
First-Party cookies are those cookies that the website stores directly, whenever someone visits the website. With the help of these cookies, the website owners can collect analytics data, remember names and languages. They can access much other useful information that allows the users to have a good experience. For example, if you visit amazon.com, the site creates a cookie and saves it on your PC under the domain name ‘amazon.com’. So, whenever you visit the website again it will remember the given information and you won’t have to sign in.
Third-Party Cookies
As the name suggests Third-Party cookies are created by other parties and the website has nothing to with it. For example- You visit Amazon.com and the site will save first-party cookies on your computer. But this website also runs online ads to monetize its content. So whichever ads you see will also create and save the cookies to your computer. As these cookies are not generated by the website it is known as Third-Party Cookies also called tracking cookies.
How Banning of Third-Party Cookies Will Impact Your Brand?
Google won’t suffer much by eliminating third-party cookies but it will surely create problems for digital advertisers, especially for the start-ups or the new businesses that are hugely dependent on Digital Marketing. If you look from the positive side targeted ads are very effective but in reality, most people find cookies to be creepy and invading their privacy. This causes a problem for tracking cookies as the public doesn’t trust them and few browsers like Brave and Safari have already blocked third-party cookies.
Positive Impact
The first positive thing that will happen after the ban of third-party cookies is that the consumers will feel more secure while surfing the internet. The other good thing is Google is keeping the First-party cookies so you all can still track the basic analytics on your website. Also, Google has given us a hint by talking about Privacy Sandbox that will take over and be a new addition to the marketing strategies. The main goal is to make web surfing more private and secure by still allowing basic analytics to be accessible by marketers. Now you will not be able to target an individual person instead you will be targeting a group of audience on their overall journey.
Negative Impact
The banning of third-party cookies will bring a negative impact on your brand as it will affect your brand targeting and optimizing conversion. Currently, third-party cookies are the foundation of all the marketing and advertising strategies for all companies. The real truth is that digital marketers will have to find a new alternative and that too immediately without the tried-and-true methods to gather data on user behavior. Although Google has mentioned that they are not banning third-party cookies from chrome until 2023. So what you need to update with the latest trends and accordingly plan your strategies.
Conclusion
As a marketer, the situation might seem scary but what you need to do is stay calm. In this situation, you need to play clever and grab every opportunity to look for new ways for clever alternatives and ads that are user-friendly other than the annoying pop-ups and targeted content.
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