Why You Need to Worry About the End of Third-Party Cookies
If you’re an online content creator, solopreneur, or business owner, the planned phasing out of third-party cookies by Google and other tech giants by 2023 (sometimes referred to as the “cookiepocalypse”) will require some adjustments in marketing strategy.
What Are Third-Party Cookies? 🍪
Cookies first came onto the scene in 1994 and have played a crucial role in digital marketing ever since.
First-party cookies are pieces of code that have a home base; they’re used to enhance user experience on a particular website by remembering site-specific user preferences. These cookies don’t follow you across the web.
Third party-cookies, on the other hand, are used to track your activity as you navigate from one site to the next.
Third-party cookies are the reason you receive weirdly specific targeted ads for products and services you recently searched for.
For advertisers, third-party cookies are a boon, as they allow businesses to target specific demographics for the purpose of pushing products.
Want to sell baby formula to a group of expectant parents? Thanks to third-party cookies, you can aim your ads with ease.
But this kind of solicitation undeniably prompts concerns about privacy, and the lines between advertising and user privacy have grown increasingly blurred.
Nearly 86% of Americans cite data privacy as a growing concern, and 68% are concerned about how much data businesses collect.
A couple years ago, Mozilla’s Firefox and Apple’s Safari browsers disabled third-party tracking.
But Google’s decision to follow suit with its Chrome browser has been met with much more trepidation since Chrome holds 65% of the global browser market share!
