What the phasing out of third-party cookies means
There’s going to be a huge change to the digital marketing landscape towards the end of 2024 and into early 2025, as Google begins to phase out third-party cookies.
What are third-party cookies?
A cookie is a small piece of text-based data placed on your browser as you visit websites.
First-party cookies are dropped by the website you are visiting. They’re mostly used to help improve functionality or monitor information about visitors. An example is storing a user’s account or shopping basket information on an eCommerce store. Without this, the shop simply wouldn’t function properly.
Third-party cookies are placed by a website other than the one you are visiting. Typically these are used to store information about you for marketing or analytical purposes. They may track you across multiple sites as you continue browsing.
Many websites use Google Analytics to gather data. When you visit a website, Google places cookies on your browser to pass information about your visit to Google Analytics, eg how you got to the site and what you did there. These are third-party cookies, because they are dropped by Google, not the website you are visiting.
Why is this change happening?
In an increasingly digital world, privacy is paramount and becoming ever more important to web users. People want to be in control of their data and trust they can browse the internet safely and securely.
This shift in approach puts users and their privacy first, something many organisations have been pushing for. Mozilla and Apple have already begun this with their Firefox and Safari browsers. Google’s move to join in unites the world’s leading browser developers and strengthens the importance of these changes.
The evolution of Google’s ‘privacy first’ approach
Third-party cookies have long enabled advertisers to deliver personalised and targeted content. However, concerns over user privacy and data protection have led to increased scrutiny, plus calls for more transparent and ethical practices.
Google’s decision to phase out third-party cookies is part of a broader commitment to enhancing user privacy. It claims this will provide more control over personal data and create a more private and secure online experience.
What are the implications of phasing out third-party cookies?
For site owners and digital marketers, the challenge of adapting to a cookieless future needs careful consideration. It will undoubtedly impact the effectiveness of targeted adverts, especially those with a more personalised approach.
In the absence of granular user data, advertisers may need to focus on building direct relationships with their audience through first-party data collection.
Preparing for the future
The phasing out of third-party cookies is a pivotal moment for the digital marketing industry.
As the industry begins to move away from traditional tracking methods, marketers and site owners are urged to embrace change and explore new ways to reach their target audiences. This means adapting to new technologies, prioritising first-party data, and respecting user privacy.
By embracing these changes, the future of online advertising and marketing promises to provide a more secure, respectful, and personalised user experience.