Google has finally started to drop support for third-party cookies in its Chrome browser. But what happens next? Here’s what to expect and what it means for both marketers and advertisers.
Third-party cookies have been a part of everyone’s digital footprint up until recently, hoovering up information on where a user has been online and using this for targeted advertising.
Google’s long-awaited move to phase out these cookies from its Chrome browser should be a step in the right direction in creating a safer and more user-focused online environment. But for advertisers and brands, it means looking at alternative ways to target their audiences.
The changes Google plans to make won’t happen at once but will be staggered over the year. Here, we explain what to expect – but first, a quick reminder of what we’re dealing with.
What are third-party cookies?
Third-party cookies are small pieces of code placed on your device’s internet browser. They are placed there by websites other than those a user visits, which explains their name. This could be an advertiser, an analytic system, a social media platform, or some other entity.
These cookies track a user’s browsing history and slowly build a profile of what the person in question is interested in, what they might be looking to purchase, and other preferences.
Ad networks, brands, and other companies can then use this information to target ideal customers with personalized ads and content.
Third-party cookies have been around since the early days of the internet – 1994 to be exact – by one of the founding engineers of the once-popular Netscape browser.
In recent years, however, there have been many discussions about whether or not the online tracking technique is ethical.
What can third-party cookies track?
Third-party cookies can track a number of different actions, including:
● website visits
● search intent
● purchases made online
● social media activity
● user location
Their use is often considered unethical because of the amount of data the process gathers and the lack of visibility over what’s collected.
In a blog post, Lou Montelli, the inventor of web cookies, explains why they were first created. “Without a session, each time a user clicked to move to a different page they would become just another random user with no way to associate them with an action they had done just moments ago.
“This is a bit like talking to someone with Alzheimer’s disease. Each interaction would result in having to introduce yourself again, and again, and again.”
What is an example of a third-party cookie?
Let’s suppose that you are in the market to purchase a pair of headphones and you visit a webpage titled “Top 10 budget headphones”.
From here, third-party cookies can be shared with a company that sells headphones similar to those you found on the website. This company can then promote targeted ads on other browsing sessions and websites.
The logic behind why a company would want to do this is that, because of your search intent, the brand is well positioned to promote itself to you with a product it believes you may be interested in purchasing.
Why is Google removing third-party cookies in Chrome?
One of the key reasons Google is ceasing support for third-party cookies is the increase in public discourse and awareness about the potential risks to privacy when browsers can track your online behavior.
This has led to regulatory action such as the introduction of the General Data Protection Regulation (GDPR) to help create an online environment that focuses more on user privacy.
Google’s decision to phase out third-party cookies in Chrome aims to prove that advertisers can still target the right types of people without relying on invasive methods.
At first, the move was met with a degree of negativity.
According to a joint statement from the Association of National Advertisers and 4A’s/American Association of Advertising Agencies in 2020, this choice could potentially “threaten to substantially disrupt much of the infrastructure of today’s Internet without providing any viable alternative.”
The process has since been guided by input from various regulatory bodies, including the UK’s Competition and Markets Authority, which has played a key role in establishing the next phase of advertising on Chrome.
Farewell third party cookies…#martech #meme pic.twitter.com/Sh4Km4p3Eb
— LXA (@lxahub) February 16, 2021
Which other browsers block third-party party cookies?
Mozilla Firefox blocks third-party cookies by default. Safari is similar in that it too blocks third-party cookies by default and utilizes its proprietary solution, Intelligent Tracking Prevention (ITP), to detect and mitigate tracker-bypass techniques.
The two browsers also go a step further by blocking browser fingerprinting to prevent online entities from gathering information about users’ devices.
Mozilla, for example, does this by working with tracker-blocking company Disconnect to maintain a list of these companies, and it’s said to update this regularly as part of its Enhanced Tracking Protection (ETP) solution.
Brave also blocks third-party cookies by default for its browser, and deactivates fingerprinting features that are commonly used to help build a profile of users.
Users can choose their preferred level of protection from “aggressively” blocking all forms of potential fingerprinting attempts (which may affect certain websites) to allowing a certain amount of fingerprinting or allowing it entirely.
Due to its dominant market share in terms of search engine usage – 83.49% in 2023 – Google’s decision to phase out third-party cookie support has been controversial. But it is also significant because Google is the last major player to implement this change.
Is Google disabling all cookies?
No, Google is not turning off support for all cookies. First-party cookies, which are used by the website you are currently visiting to store your preferences and settings, will remain active in Chrome.
The above only applies to third-party cookies.
When will Google remove third-party cookie support in Chrome?
The removal of third-party cookie support in Chrome is already being rolled out, with a small test of 1% of Chrome users worldwide launched in January 2024.
It is expected that third-party cookies will be removed entirely from all Chrome browsers by Q3 in 2024.
What is the Google Privacy Sandbox?
The Google Privacy Sandbox is an initiative set up to incubate replacement technologies for third-party cookies. Its goal is to ensure that quality targeted advertising can continue.
At this time, the technologies within the Privacy Sandbox are still under development. Google has, however, released information periodically on certain aspects of it including Topics, FLEDGE, and Attribution Reporting APIs.
Is blocking third-party cookies good or bad?
Limiting the use of third-party cookies provides online users with control over their online data and reduces the risk of intrusive tracking.
According to a Deloitte survey in 2020, 65% of respondents were concerned about the excessive use of cookies and its potential impact on their data, so this move should increase the general level of trust.
However, given the change in operations, users might be met with fewer targeted ads when browsing online, which can create a worse user experience.
One survey has found that 66% of consumers believe the majority of the digital ads they see are irrelevant.
Therefore it will be interesting to see how brands will be able to provide personalized advertisements without third-party data.
What does the removal of third-party cookies mean for advertisers?
Since advertisers will no longer be able to target audiences based on browsing data, search intent, and other data obtained through the use of third-party cookies, advertisers face a tougher task in targeting the right audiences.
This should, however, be looked at positively. The move will force brands and agencies to become more creative with their campaigns and to develop better relationships with different parties in the ecosystem, from publishers to customers.
What will happen after third-party cookies are removed?
For the average consumer, there might be some initial teething issues. Many websites have features set up specifically with cookies in mind, and if a person enters the website without accepting them, these features can easily be broken.
The average internet user will likely see fewer ads based on previous online behavior. Those with privacy in mind might find this a better experience, whereas others may miss the convenience of seeing ads for specific things they have been interested in.
For advertisers, especially those underprepared, their operations are about to change dramatically.
Blending the already available data to brands – first-party and zero-party – will be at the forefront of marketing leaders’ minds.
Both zero-party and first-party data are valuable to gain a strong understanding of their audience and to help deliver personalized ad experiences, but they differ in how they’re collected and the level of user control involved.
Zero-party data is generated when a customer actively participates in a data collection activity such as a quiz or poll. It comes directly from the user and is likely to be the most valuable data type.
The difference between this and first-party data is that the latter is the result of other interactions, such as website visits and purchases.
Contextual targeting is another technique that you should expect to see more of. This uses the content featured within a webpage, news article, blog post, or another environment to align ads with its themes and keywords.
This ensures that users come across advertisements that are genuinely pertinent to their current interests.
While the third-party cookie’s demise may trouble brands that have traditionally relied on it, it’s arguably a blessing in that it will force them to rethink, reinvent, and rediscover the art of reaching hearts and minds, using creativity and ingenuity rather than quick fixes.
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