What does eliminating third party cookies mean to advertisers?
As a forward-thinking agency, MYN Group looks towards the latest tech and marketing news. Earlier this year Google laid down their plans to block third party cookies from their Chrome browser. This process would occur in a phased approach to full elimination by 2022. Chrome will then join fellow browsers Safari and Firefox in the ban of third party cookies. In its place, Google launched its “Privacy Sandbox” initiative, looking towards a browser-based mechanism instead. This decision comes from the increased privacy concern around third party cookies.
What are Cookies?
Cookies are small text files that are sent to your device by websites to track and remember certain user information. They are divided into first party and third party cookies.
First party cookies are directly stored in the website domain and deal with user experience. These cookies are responsible for remembering passwords, language, and overall user functions. They allow website owners to collect analytical data on their site only.
Third-party cookies are created by a domain outside of the website you are visiting. They function as online advertising purposes. When users visit sites, the third-party cookie tracks user behavior, preferences, and demographics. Advertisers use these cookies for audience-targeted ads.
What this means
With Chrome operating 65.47% of the browser market share worldwide, their announcement will cause big shifts in media planning and buying habits for advertisers. Opportunities for frequency capping, targeting, attribution, and measurement will reduce significantly. KPI reports for ad campaigns are also expected to change. To see more about KPIs, check here.
Google’s “Privacy Sandbox” is set to begin trials by the end of this year. “Privacy Sandbox” aims to resolve click-based conversion measurements without third-party cookies by tracking conversions within the browser. Chrome stores the user data and allows ad tech vendors to make API calls for personalized measurements without user-level reports.
While this shift is a big change in the 25 years of advertisers using third-party cookies, adaptation and creativity is a key to success. Read more about creativity and the workplace. MYN has formulated a list of ways to adapt to the removal of third-party cookies and marketing changes here. As innovation and technology seek to improve, advertisers and marketers alike will also advance to reach their customers in newer ways. At MYN Group, we work with our clients to create a successful customer journey, converting at every stage of the funnel. Check out some of our work here. If you want to begin the transition away from cookies, please reach out to MYN.Group@MYNGroup.com to discuss marketing campaigns with us.
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