You’ve likely visited a website that has a little popup message at the bottom alerting you that the website uses cookies. Cookies are the data collected from users, like the products they added to a shopping cart. With this information, marketers could create ads to specifically retarget people who showed interest in their products by adding items to the cart but didn’t quite convert. As people become more aware of cookies and how websites track their online use, they have also become more concerned and focused on making changes to ensure online privacy.
So what does the loss of third-party cookies mean for your digital marketing campaign? Will you still be able to place your ads in front of your target audience without third-party cookies?
These privacy changes are sure to change the digital marketing world but it is also an opportunity for marketers to get creative and continue to deliver personalized ads with great results. There are still a lot of unknowns as these changes are still very new and not yet fully implemented. However, we do know first-party cookies are likely to become the primary data source for targeting.
What are first-party cookies?
First-party cookies are the data collected from users on your website. For example, the analytics data of your company’s website.
What are third-party cookies?
Third-party cookies are the data collected from other websites, not the website you are currently visiting. This cross-site tracking helps marketers get a more complete profile of user activity across multiple websites.
When will third-party cookies be phased out?
Firefox and Safari have already discontinued the collection of third-party cookies. While Google is still collecting third-party data at this time, they have announced third-party cookies will be phased out by the end of 2022.
Make sure you stay up-to-date with the latest privacy and data collection policies and work with an award-winning digital marketing agency. At Fasturtle, we are always thinking outside the box to get you better results. We are driven by your success! Contact us today to learn more!
