To clarify, there will be user-level identifiers, just not developed by Google. What the Future Holds for Digital Advertisers The coming years will show that there are better user-identifier solutions than 3rd party cookies. Future solutions with better targeting capabilities and higher privacy standards are already in the making. As cookies are phased out, a new, better solution will be born.
Some argue that the reappraisal of cookies is long overdue. This makes it difficult for advertisers to cross-device tracking of users.įrom the user’s perspective, cookies lack an obvious opt-out function from being tracked or an opt-in alternative to access site content. It’s “good enough”.Īdvertisers won’t get information on the user by cookies, but rather the specific browser on a device. This doesn’t mean that third-party data is the perfect technology for what it was used for, rather the contrary. This is what’s known as a third-party cookie.Īdvertisers have for years been using this technology to collect data and target relevant ads toward proper audiences. These cookies contain third-party data, such as user identification.Ĭombined with tracking scripts, third-party cookies can be used for retargeting, user tracking, and conversion attribution.įor example, you can have a “Like” button on your website which will store a cookie on a visitor’s computer, that cookie can later be used by Facebook to identify visitors and see which websites a user has visited. Third-party cookies are small pieces of data stored on an internet user’s browser. This isn’t however a replacement for cookies since there will be no ability for frequency capping, targeting based on browsing behavior, or conversion attribution. Instead, Google will implement interest-based targeting through Google Topics that group individuals together based on interests. In other words, while the announcement will have huge implications for the digital ad industry, it probably won’t for Google itself. It will still target ads to users based on their behavior on its platforms, which make up the majority of its revenue and won’t be affected by the change. Google will also still track and target users on mobile devices. The company said the changes only apply to ad tools and unique identifiers for websites. Google will still be able to track users through data collected from its services such as Maps, Search, or Youtube. “…today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.” That’s why David Temkin, Director of Product Management, Ads Privacy and Trust at Google made big news when he announced : In March 2021, Google confirmed the plan to remove third-party tracking data and announced to not replace it with similar cross-site tracking technology. Īdvertisers and publishers were concerned if Google would have a plan to replace cookie tracking technology in Chrome. Chrome is the most common browser with over 63% of the market share globally. Google announced at the beginning of 2020 their plans to remove third-party cookies for Google Chrome. UPDATE: At the beginning of 2022, Google presented a new solution: Google Topics. This article explores the future solutions that benefit advertisers while at the same time increasing user privacy. Digital advertisers will need to find new ways to attribute conversions, frequency cap ad placements and retarget site visitors.Īd tech companies are now working on solutions to maintain the same type of performance and tracking alternatives for digital advertisers. This means that advertisers will not be able to use third-party cookies for tracking users on Chrome. So-called FLoCs (Federated Learning of Cohorts) will target individuals based on larger groups of people with similar interests and behavior. Google will instead be using a technology developed from Google’s Privacy Sandbox.
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While this announcement may not have come as a surprise, many advertisers find themselves confused about how to manage the situation. This change will be made by Google in late 2023. On March 3rd last year, Google announced it will not build alternate tracking identifiers with similar cross-site tracking abilities after phasing out third-party cookies. Here’s is what you need to know.Īre you looking for answers after Google’s announcement to remove third-party cookies? You’re not alone. Digital marketing post third-party cookies.
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