The Third Party Cookie Crumbles

By 2022, Google plans to eliminate all third-party cookies from its Chrome Browser, according to the tech giant’s announcement on January 15, 2020.

Chrome is currently the most popular browser on the planet, followed by Internet Explorer, Safari, and Firefox.

Back in 2016, The Economist reported that that data was set to become more valuable than oil. The online advertising industry knows the value of data better than anyone, relying on third-party cookies to track users and gather their data.

“Cookies” are the pieces of code that follow a user from the very first ad they engage with to the online shopping cart, and can be influenced by everything from location to browsing history.

Although Safari and Firefox have already banned them, Chrome is finally following suit.

With Google’s own popular advertising platform, Google Ads, they have plenty of cushion from the loss of revenue from third-party cookies. They’ll also continue collecting data from their first-party platforms, which include Gmail, Maps, YouTube, Android, Google Home, and of course, the Google search bar.

Justin Schuh, Google’s director of Chrome engineering, explained in a blog post that the phase-out will help build a “more private web.”

"Users are demanding greater privacy - including transparency, choice, and control over how their data is used - and it’s clear the web ecosystem needs to evolve to meet these increasing demands."

Despite Google’s sentiment on privacy concerns, Google will be forced to comply with upcoming EU legislation in the expanded ePrivacy Regulation, requiring more explicit consent for the use of cookies along with the option to opt-out.

The option to opt-out of cookie tracking has always been there, but you could soon be seeing it in large font and clear terms, rather than a tiny word in the corner of the page.

The upcoming regulations may give users more privacy, but they also may hurt smaller advertising agencies, leading to companies like Google dominating as data monopolies.

Most advertisers may not fully understand how this will impact their marketing channels. Sameet Durg, Co-Founder & COO of GeistM says innovation is key. “There will be short term challenges, but it will be specific based on an advertiser’s marketing mix & tech stack. The key, for now, is to educate yourself on all the scenarios and potential impacts SameSite can have on your current marketing efforts, then adjust accordingly.”

Geist is offering consultative solutions to ensure your business is ready for the change. To learn more please reach out to bd@geistm.com

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