Google Plans To End Third-Party Cookies In Chrome

Google intends to kill outsider threats via cookies from its Chrome program. It will hence recapture the rundown of internet browsers forsaking threat following innovation, like Safari, Firefox, or Daring.

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What Are Cookies? Our Video To Understand Everything

Outsider treats are, by and large, utilized for publicizing focusing on. They are gathered by outside administrators of the site visited and are then offered to internet publicizing ventures, which then, at that point, use them to set as high as possible execution promoting efforts.

What’s Wrong With Third-Party Cookies?

Web clients need to acknowledge outsider threats. The last option is for sure exceptionally worried about their information and security assurance. Positively, outsider threats gather tremendous measures of individual details, some of which might be delicate. What’s more, the issue doesn’t end there. Treats record client conduct and the guest’s way on the Web, and in this manner, makes a client profile.

Outsider threats give this crude information to an area called AdTech (Promoting Innovations) which depends on these discoveries to foresee client conduct, which sponsors pay daily through barters. In light of this client profile, This is how outsider threats are the wellspring of the excess of meddlesome, unconsented promotions. Subsequently, they fundamentally encroach on Web clients’ protection, and in this rationale, Google has chosen to leave them behind.

What Does Google Want To Do?

By abandoning third-party cookies, Google intends to favor a much more ethical approach consisting of native cookies to improve the customer experience and maximize the loyalty of identified Internet users. Native cookies are recorded and used by the website visited by the user.

The information collected deals in particular with the Internet user’s behavior during his visit to the site (connection data, preferences, history, etc.). By encouraging advertisers to favor their native data, Google enables them to improve their knowledge of the behavior of their users, which will then make it possible to promote their navigation on the site and improve the services offered.

A Worrying Google Initiative?

Google’s decision to phase out third-party cookies by 2023 has yet to thrill marketers and advertising agencies. The latter indeed expresses concerns about the marketing strategies to be implemented. Thus, 69% of marketing managers expect performance drops due to the disappearance of third-party cookies and fear that the general elimination of third-party cookies will harm the internet economy. What if they were right?

According to Google, most publishers stand to lose between 50% and 70% of their revenue if they do not change their approach to managing ads and data by 2023. Advertisers and marketers, therefore, have to implement new marketing strategies as soon as possible because, sooner or later, they will be forced to deal with a world without third-party cookies.

How To Prepare For The Post-Third-Party Cookie Era?

Data collection and management tools already exist to help media and brands navigate a future without third-party cookies. In particular, they allow them to segment better and use the data they already have. For example, marketers can turn to Search Intelligence to build qualified audiences.

For example, the search intelligence company, Captify, has created a technology that relies on linguistic research and exploits billions of monthly Internet searches to distribute campaigns. Brands must also establish their database and think of new ways to solicit users to share their data (via forms, landing pages, or newsletters, for example).

In addition, we should refrain from constantly seeking to collect more and more data but rather try to improve the processing and use of this data to personalize the customer experience and build even more effective campaigns. By combining the data collected via native cookies with that collected through your content, you will be able to target your audience on various channels.

Don’t wait to rethink your marketing strategy! Brands and media that have already developed solutions to collect their native data will have a significant competitive advantage because they can identify their users and offer them personalized content.