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No More Third-Party Cookies? What It Means for Your Marketing Strategy

Question: What do kids and marketers have in common?

Answer: They love cookies!

Marketers use cookies to track website visitors, improve the user experience (UX) and collect data that helps target ads to the right audiences. Cookies also help marketers learn what visitors are checking out online when they’re on other sites.

How is the use of cookies changing?

The way cookies are used by Google Ad tracking tools will dramatically change when Google phases out the third-party cookie on Chrome browsers in 2023. The company won’t be building alternate identifiers to track individuals as they browse the web or include the identifiers in any of its products.

  • The decision was made to meet rising consumer expectations for privacy.
  • The policy also aligns with rapidly evolving regulatory restrictions.

Google’s web products will be powered by privacy-preserving application programming interfaces (APIs) that prevent individual tracking.

  • Many marketers anticipate their biggest challenge to be the inability to track the right data.
  • Almost half expect to increase their spending to reach the same goals as 2021.
  • A significant number of marketers plan to invest in email marketing software because of Google’s policy.

What does this mean for your marketing strategy?

First-party cookies are safe. They track basic data about your site’s visitors. A code is generated and stored on each visitor’s computer. It typically is used to remember passwords, basic data about the visitor and other preferences. The code shows what a user did while visiting your site, how often they visit and other analytics that can help create or automate an effective marketing strategy.

If you run your site on a content management system (CMS), you have access to analytics dashboards that track first-party data. This may include the number of web sessions on a page, the number of pages a user clicked on during a visit, basic browser types, geographical demographics or referring websites where visitors clicked a link to your site.

Google is developing a Privacy Sandbox. This will protect users’ privacy while allowing for ad personalization. User data will be shared with websites and advertisers by anonymously aggregating user information and keeping more information on-device only. Marketers can use the information to publish and circulate ads to the right audiences. You can leverage and target Google Ads, which will be powered by Google Chrome’s first-party cookies and the Privacy Sandbox tools.

An innovative digital marketing agency can help with your strategy. Innovative marketers can come up with creative alternatives and ads that identify with your target audience. This will change the way data is leveraged and used. Finding new strategies to target and learn about relevant audiences is what our digital marketing experts are here for.

Need Help with Your Marketing Strategy?

The digital marketing experts at BARQAR are ready to answer your questions and develop strategies to market your business. Get in touch today to learn more about the ways we can help you grow.

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