{"id":4651,"date":"2024-05-10T12:31:01","date_gmt":"2024-05-10T12:31:01","guid":{"rendered":"https:\/\/www.ethinos.com\/blog\/?p=4651"},"modified":"2024-05-10T12:39:10","modified_gmt":"2024-05-10T12:39:10","slug":"third-party-cookies-get-a-reprieve-how-the-industry-can-use-this-extra-time","status":"publish","type":"post","link":"https:\/\/www.ethinos.com\/blog\/third-party-cookies-get-a-reprieve-how-the-industry-can-use-this-extra-time\/","title":{"rendered":"Third-Party Cookies Get a Reprieve: How the Industry Can Use This Extra Time"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In a move that surprised few, Google recently announced another delay in deprecating third-party cookies in Chrome. Originally slated for 2020, the phase-out is expected to begin in early 2025. This gives the advertising and marketing industry a much-needed breather, but what should they do with this extra time?<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">While Google plans to phase out third-party cookies, your cookie-based strategies might not be entirely obsolete.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s the good news: Google&#8217;s focus is on blocking third-party cookies, not all cookies. First-party cookies, used to track basic data on your own website&#8217;s visitors, are still fair game.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google emphasizes the importance of first-party relationships. Any data you collect directly from visitors on your website (regardless of browser) will remain usable.<\/span><\/p>\n<p><b>Confused about cookie types? Here&#8217;s a quick breakdown:<\/b><\/p>\n<ul>\n<li><b>First-Party Cookies:<\/b><span style=\"font-weight: 400;\"> These cookies are created by your website and stored on a visitor&#8217;s computer during their visit. They help personalize the user experience by remembering logins, preferences, and basic browsing data.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Think of Amazon remembering your login, language, and cart contents. That&#8217;s all thanks to first-party cookies!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First-party data also allows you to track basic website analytics like visitor numbers, page views, and demographics. This data helps you refine your marketing strategies.<\/span><\/p>\n<ul>\n<li><b>Third-Party Cookies:<\/b><span style=\"font-weight: 400;\"> These cookies are created by other websites and track visitor behavior across the web. This allows advertisers to build detailed profiles and target users with relevant ads.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ever seen an ad for a product you just researched on another site? That&#8217;s likely due to third-party cookie tracking.<\/span><\/p>\n<p><b>What does this mean for you?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">If you only track visitor behavior on your website, the phase-out won&#8217;t significantly impact you. First-party cookies will still provide valuable data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, marketers relying on third-party data for advertising and audience targeting will need to adapt.\u00a0<\/span><\/p>\n<p><b>Why the Delay?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">There are two main reasons for the pushback. Firstly, regulators like the UK&#8217;s Competition and Markets Authority (CMA) want more time to assess the impact of Google&#8217;s proposed alternatives, collectively known as the Privacy Sandbox. Secondly, the industry has expressed concerns about being fully prepared for a cookie-less future.<\/span><\/p>\n<p><b>Turning Time into Advantage<\/b><\/p>\n<p><span style=\"font-weight: 400;\">For the industry, this delay presents a golden opportunity. Here&#8217;s how to make the most of it:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Double Down on Privacy-First Strategies:\u00a0 Focus on building trust with consumers by being transparent about data collection and using it responsibly. Invest in first-party data collection through loyalty programs, website registrations, and permission-based marketing.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Explore Privacy-Preserving Solutions:\u00a0 Experiment with contextual advertising, which targets users based on the content they&#8217;re viewing rather than their browsing history. Look into solutions that leverage machine learning to personalize ads without relying on individual user profiles.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Test and Refine the Sandbox Tools:\u00a0 Actively participate in trials of Google&#8217;s Privacy Sandbox initiatives. This will help refine these tools and ensure they meet the needs of advertisers and publishers alike.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Collaboration is Key:\u00a0 The industry needs to work together to develop and adopt new standards for a cookie-less future. Trade bodies and industry groups can play a crucial role in facilitating this collaboration.<\/span><\/li>\n<\/ul>\n<p><b>A Silver Lining, Not a Stalled Engine<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The cookie delay shouldn&#8217;t be seen as an excuse to postpone adaptation.\u00a0 This extra time is a golden opportunity to experiment, refine strategies, and prepare for the inevitable shift toward a more privacy-focused advertising landscape. Businesses that proactively embrace change will be well-positioned to thrive in the cookie-less future.<\/span><\/p>\n<p><b>Looking Ahead<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The future of online advertising is undoubtedly cookie-less. While the exact timeline remains uncertain, this delay provides a valuable window for businesses to adapt. By focusing on first-party data, exploring new solutions, and refining measurement techniques, the industry can emerge from this transition stronger and more prepared for a privacy-centric advertising ecosystem.<\/span><\/p>\n<p><b>Stay tuned for future posts where we&#8217;ll delve deeper into specific cookie-less strategies and solutions!<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a move that surprised few, Google recently announced another delay in deprecating third-party cookies in Chrome. Originally slated for 2020, the phase-out is expected to begin in early 2025. This gives the advertising and<a class=\"moretag\" href=\"https:\/\/www.ethinos.com\/blog\/third-party-cookies-get-a-reprieve-how-the-industry-can-use-this-extra-time\/\"> &#8230;<\/a><\/p>\n","protected":false},"author":5,"featured_media":4653,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-others"],"_links":{"self":[{"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/posts\/4651","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/comments?post=4651"}],"version-history":[{"count":6,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/posts\/4651\/revisions"}],"predecessor-version":[{"id":4658,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/posts\/4651\/revisions\/4658"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/media\/4653"}],"wp:attachment":[{"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/media?parent=4651"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/categories?post=4651"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ethinos.com\/blog\/wp-json\/wp\/v2\/tags?post=4651"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}