By 2023, marketers will no longer be able to track customers using third-party cookies. While Mozilla Firefox and Apple Safari blocked the use of third-party cookies several years ago, Google Chrome has allowed them to stay. Since Chrome accounts for around 60 percent of the web browser market share, not only are cookies disappearing, but so is a huge source of consumer data.
However, consumers are looking forward to this change, as it means more privacy as they surf the web. Unfortunately, in the marketing realm, we must find ways to make up for this huge source of data.
Don't worry, I have the answers you are looking for. Before Google cookies are eliminated completely, you need to adapt your efforts and find new ways to develop connections with your audience. Keep reading to learn what these methods are.
Replacing Third-Party Cookies
While this may seem like dire news, the fact is, you don't have to rebuild your marketing strategy from the ground up. Google has already created a solution and introduced new technologies that provide insights, just like third-party cookies.
One option is the Privacy Sandbox. This works to block invasive tracking techniques and use more collaborative initiatives instead.
Tracking Consumers in New Ways
The Privacy Sandbox offered by Google proposes that individual user data remain in the browser instead of technology companies and ad agencies controlling and selling it. This change will support customers' desires to control privacy while still ensuring they see personalized ads.
Some of the latest ideas introduced include all-new approaches to make sure ads are still relevant, but that the user data shared with advertisers and websites is minimized. This is done by anonymously aggregating user information and keeping the information on devices being used.
FLoC: Federated Learning of Cohorts
Google has proposed another new technology called FLoC, or the federated learning of cohorts. With this, user data is collected and organized into groups instead of creating individual profiles. At this point, Google will share user profiles with various advertising companies. This also allows Google to allow targeted ads all while keeping control of the data.
Some critics have stated Google is just finding new ways to infringe on user privacy. It's also been said that the new approach by Google may cause predatory targeting and discrimination.
Unfortunately, no matter how you feel about the changes coming, they are coming. As a marketer, you must adapt your efforts to ensure you are ready to utilize the new way data will be collected and shared.
Also, as the phase-out gets closer, the industry will also release more information about technologies while more debates about ethics will emerge.
While this is true, it's up to you to consider your strategy and what methods you can put in place to accommodate the upcoming changes, both with and without the alternatives offered by Google.