The decline of third-party cookies is one of the digital marketing trends for 2023 that has caused new technologies to be used to direct campaigns to users without threatening their privacy.
Since the beginning of 2020, it was already news that Google launched the announcement that Chrome would no longer be compatible with the third-party cookie option in the coming years.
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The cookie crash trend
Other browsers, such as Safari and Firefox, had already been blocking this option since 2019 when they made updates to end cookies, but now Chrome has joined the trend of the fall of third-party cookies.
For decades, cookies have been used memoir ghostwriting services, advertisers, and advertising platforms as a form of tracking. However, things are changing, and currently, new technologies are beginning to be used to supplant this method.
The new objective focuses on the application of equivalent technologies that serve to segment and direct advertising campaigns to users without threatening their security, although some wonder if this will not negatively affect advertising.
THE RELATIONSHIP BETWEEN COOKIES AND ADVERTISERS SO FAR
The relationship between cookies and advertisers has always been very close since much of online advertising depends on website cookies. But this does not mean that advertisers have to start having headaches.
First, you have to keep in mind what exactly cookies are and what changes will occur in browsers and websites with this update.
WHAT ARE THIRD-PARTY COOKIES AND WHAT IS THEIR FUNCTION?
Third-party cookies are a file downloaded to a hard drive from any website, but that comes from a domain other than the one being visited.
For example, if you visit a digital marketing site, you could receive cookies from that specific website and cookies from other advertising networks different from the domain visited.
A cookie is used by companies and advertisers to collect certain user data such as preferences, and browsing history, among others; and thus establish what type of profile the user has and offer segmented advertising based on demographics and interests.
ARE ALL COOKIES GOING TO DISAPPEAR?
This update will only affect third-party cookies, which means that after the years given as the deadline for their demise, first-party cookies will continue to be active.
First-party cookies are sent to a browser from the domain visited by the user, and these help to know users better and offer them a better browsing experience according to their specific interests.
These types of premium cookies are used by all advertisers and publishers to obtain information that allows them to know many more of their users and thus personalize their experiences and provide them with much more relevant content.
WHAT CONSEQUENCES WILL THE DELETION OF THIRD-PARTY COOKIES HAVE?
With the removal of third-party cookies comes certain unforeseen consequences, but the truth is that none of these are any reason for advertisers and companies to start giving way to concern.
One of the feature changes is that single sign-on (SSO) will no longer work on various forms, which means that if you log in somewhere through your social networks, then you will no longer be able to do so.
For advertisers, there will also be changes because ROI will not be able to be tracked, and certain difficulties may arise in justifying the investment in some media that have no link to sales or conversions in relation to marketing.
However, it should be noted that third-party cookies do not reveal personal information without the user’s consent. The data that is usually collected has to do with history, some personal connections, and even certain public comments.
All this information remains confined within the limits of the domain to which the user has given permission and compacted within the Internet without leaving this space. So, third-party cookies only took this information in order to make the user experience more pleasant.
But with their decline, first-hand cookies will remain since the objective is to direct advertising towards a more transparent and “open” trend.
Building a more “private” website for users is another objective with Fiction Ghostwriters for Hire this new update, so websites will have to use new technologies focused on directing campaigns in a more positive way.
MORE TRANSPARENT AND OPEN ADVERTISING
As third-party cookies disappear, advertising is intended to be much more transparent, and the security of user privacy is valued.
However, companies that do not yet have confidence in a solid user base, they may be affected. Digital marketing research on browsers such as Safari after the elimination of cookies in this browser showed a decrease of 62% for advertisers.
The key to avoiding losses and ensuring that new updates do not represent a hit to advertising revenue is to take the necessary precautions to adapt to these changes and develop alternatives to guarantee user conversion success.
Some alternatives include the implementation of world-class artificial intelligence technology, while others move towards long-standing proposals to replace cookies with personalized ads.
Segmented targeting functionalities are another solution that is proposed to allow advertisers to influence the brand consideration of new audiences on a large scale.
The secret to adaptation is to review strategies and understand that the disappearance of third-party cookies represents the best opportunity to review your marketing strategies and thus find new ways to offer reliable advertising that attracts the consumer.
