Access to data has been essential for Digital Marketing strategies to be effective. Philippines Email List Without it, work becomes challenging. That’s why the end of third-party cookies has caused so much concern among marketersThe market has received badly the decision to block access to this data in Google Chrome, but it seems to be something irreversible. Now is the time to understand what the future will be likeTo meet this new reality, it is essential to have a complete understanding of the decision. In this article, we’ll talk about the end of third-party cookies and how it will affect Digital Marketing in the coming years.
What are third-party cookies
Third-party cookies (or third-party cookies) are data recorded in a user’s browsing history. Everything we do on the internet leaves a trail, especially information about our activity when visiting websitesWhen we talk about Google, this data is what Google Chrome collects. For marketers, this is quite valuable as it shows users’ web habits.
For years, Digital Marketing has used this information to find its audiences and better target its campaigns . While this is valuable data, it is also easily accessed. Any agency or marketing team may use third-party cookies tocustomize experiences when the user accesses a website; view activity on a website and visitor interest in products and content; understand which pages on a site generate the most engagement;
get information to build a remarketing strategy create ads on the Google Display NetworkIt is because of all this potential use that, each time we visit a website, we are asked to allow cookies. However, at least on Google Chrome, this has its days numbered.
What is Google’s new policy on this data
The end of third-party cookies has arrived. In early January 2020, Google announced that this data would no longer be available to businessesThis change is not really new, as other web browsers no longer retain third-party cookiesHowever, if Google continues it, the decision will have a greater impact for a simple reason: Chrome is the most used browser in the world .
What motivated Google’s decision
The end of third-party cookies has reasons that may not be so clear, but for the most part justifiable. Undoubtedly, there has been a growing debate about the use of personal data on the internet in recent yearsRecent information-leakage scandals by large companies such as Facebook have generated relevant discussions. Given this, Google made its decision with something that suits the market.
It is fair to seek greater privacy on the part of users, in addition to transparency in data processingAnother issue that worries Google is the companies that sell data. Basically List Provider, they pass information from third-party web users cookies to various companies.
