third-party cookies

Why are Third-Party Cookies Changing?

The phase-out of the third-party cookie on Google is near. But what does this mean?

Cookies are small files that track behaviour on our websites and provide a more personalised user experience. More specifically, third-party cookies allow data collection across multiple domains for retargeting.

That is to show adverts we might like based on our activity across multiple websites. They can also allow other sites to access data collected. For example, you’re shopping for a new tennis racquet. Moments later, you check on social media. All you see are ads for just that. That’s the doing of third-party cookies. Google’s reason for phasing them out is to give users more privacy and control over how their data gets used when surfing the web.

What’s the alternative to third-party cookies?

The phase-out could mean change for some of our marketing ways. But with Google being Google, there’s talk of a new method emerging. Google Privacy Sandbox initiative and Google Topics, which Google say are:

“To improve web privacy for users, while also giving publishers, creators and other developers the tools they need to build thriving businesses, ensuring a safe and healthy web for all.”

Should your curiosity get the better of you, you can read more about these here:

https://blog.google/products/chrome/get-know-new-topics-api-privacy-sandbox/

Fear not! Many things will remain the same. For instance, first-party cookies are staying. First-party cookies track user activity on the owners’ site only, not across others.

Hopefully, this cleared things up and offered some reassurance that we’re on top of the changes in the world of digital marketing. At Web2Market, we are always on hand to answer our client’s questions.

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If you have any questions about adopting a new approach to digital marketing, you can now book a call with us.

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