But why this sudden change? Let’s look over some points.
- As users are demanding greater privacy, including transparency, choice, and control over how their data is used and it’s clear the web ecosystem needs to evolve to meet these increasing demands.
- Google can gain a further grip on the ad market by forcing the adoption of Chrome’s own first-party cookie.
- Governments around the world have been investigating and cracking down on data privacy issues.
All the advertisers who were dependent on cookies would be panicked Or might be worried about how they will navigate this pivot.
On a good note, Google says it’s only planning to phase out the third-party cookie on its browsers. However, first-party cookies that track basic data about your own website’s visitors are still safe.
A first-party cookie is a code that gets generated and stored on your website visitor’s computer by default when they visit your site.
Third-party cookies are tracking codes that are placed on a web visitor’s computer after being generated by another website other than your own.
While the “death of the third-party cookie” might seem shocking, it certainly wasn’t a surprise.
So, the marketing geeks must have already planned on how to switch on to other tactics and this move still opens the door for innovation in advertising for skilled and adaptable brands.