While other browsers (think Safari and Firefox) aren’t new to blocking third-party cookies, Google Chrome has been slow to kill these pieces of data. Typically used for online-advertising purposes, cookies allow advertisers to track a user or their device across various websites they continue to visit. Inherently, third-party cookies are not dangerous and don’t infect laptops with malicious viruses. However, they can be and are seen as an invasion of privacy by some digital users. So, why is Google phasing out third-party cookies, and how does it impact digital marketing strategy?
The decision to eliminate third-party cookies on Google Chrome is part of a larger plan to create a privacy sandbox, an “initiative [which] aims to create technologies that both protect people’s privacy online and give companies and developers tools to build thriving digital businesses […] reduc[ing] cross-site and cross-app tracking while helping to keep online content and services free for all.” Although the sandbox is helpful for resources, marketers must carefully revise their digital strategies to accommodate the change. Without cookies, connecting internet users with their digital behaviors will be more difficult. A few of the more promising emerging solutions for incorporating customer-provided data directly into marketing strategies include:
What it means to maintain a presence online is constantly evolving. The elimination of third-party cookies is yet another example of how companies, marketers, and digital strategies must continue refining and adapting to stay on top. Google Chrome plans on completing the sunsetting of third-party cookies in the second half of 2024, but online businesses shouldn’t wait to start preparing for the inevitable.
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