Third-Party Cookies are Dying in 2024
[Knoxville, Tenn., Jan. 12] – It’s happening. Google plans to remove all third-party cookies from Chrome by the end of 2024. Ya’ know, those pesky boogers that have been scaring the internet since 2018 with a pop-up covered in small print?
Before we get into the weeds, let’s tip our hats to the UK for a couple of things: the arrival of these pop-ups and the popularity of the roundabout. Both are slightly annoying, can be difficult to navigate, but serve a well-intended purpose. In the context of the cookie consent pop-ups, it’s privacy.
Advertisers are always searching for innovative ways to learn about their customers, and cookies are one of many tools in their tool belt.
What are cookies and why does Google care all of a sudden?
First-party cookies are created by the site the user visits. The user must directly engage with the site through forms, surveys, or polls for it to have any personal information. It’s consensual and considered to be the more “friendly” of the cookies.
Third-party cookies are placed on a user’s browser by a different website other than the one the user is visiting. Data is then collected, stitched and shared with other sites indirectly from the user themselves. Seems sneaky? Marketers would call it ‘strategic.’
A recent report says that 72% of Americans believe too much information is collected about them from big tech firms. Data collected can be exhaustive with items like travel arrangements, sexual orientation, medical history, political views, and credit card information.
Peak your interest? Here’s a more thorough, technical explanation.
Thinking Beyond the Cookie
Now more than ever, being creative with how advertising channels are used, like social, will be crucial to stand-out amongst competition. Success will demand experimentation with brand voice and unique visuals. Other ticket items like surveys, email lists, and online publications will need to be elevated due to the inevitable increase in competition. A/B testing will be of continued value to solidify assumptions and increase conversion rates.
Developers are already using other technology to fight the ever-evolving landscape of digital advertising with web beacons, fingerprinting, and implementing products like FLoC, The Privacy Sandbox, and GA4.
Customer Data Platforms (CDPs)
A CDP will consolidate customer interaction data across sources like email, websites, and social into one central location. HubSpot published a few favorites with a long list of benefits to conquer unique business problems. Features like machine learning, real-time data, CRM integrations, and campaign response history are among the top ranking.
Customer Relationship Management (CRMs)
HubSpot is already prepared to synthesize rich, first-party data and create insights to support a customized brand experience for users. Along with customer data, HubSpot reports on which ads are engaging, and then makes suggestions for those that don’t have the same result.
Does this mean these pesky little pop-ups will be extinct soon? In the near future, no. Big Tech and the GDPA are prioritizing privacy as a new web standard. Similarly, roundabouts continue to grow in popularity as they prove to be a more safe solution than traffic lights.
Safety and privacy will continue to be catalyst for innovation.
At MCG, we understand the urgency, importance, and delicate nature while making transitions. We are here to help make them smooth and preserve the human connection for each customer touch point.