When Google decided to phase out third-party cookies all together, they addressed the growing concerns people have about their privacy and how their personal identity is being used online. Let us face it, people have become used to being followed around on the web. As private users, we have developed banner blindness and most of us feel reluctant to share data, as we have long lost track of where this is used.
This chase not only eradicates our trust to brands in general but, according to Pew Research Center, also growingly outweighs the benefits of having an online presence, for private users. In other words, something had to be done to secure user’s experience. Google did what other tech-giants had done long before – activated a privacy-friendly future.
To be clear, the end of third-party cookies is not the end of tracking (or advertising, for that matter) but it is the end of the sketchy tracking methods that has been roaming the infinite halls of the internet for decades.
Because, third-party cookies are created and controlled by “outsiders”, meaning domains other than the one a user is currently visiting, removing these means that companies cannot track behavior outside their own website or platform.
Luckily, there are other options for recognizing customers and their behavior. Instead, companies need to rely on data they have collected from users who have visited a site or platform owned by them and where consent was given. Like their website, through cookies or via their app, CRM, in-store purchases, social media etc.
Check out how SPORT 24 used customer data in paid media channels