October 7, 2022

Google Third-party Cookie Ban – What Does That Mean

google Chrome

Compromised user data has been a pinching issue across the Internet. 

Google recently announced that Google Chrome Will Block Third-party Tracking Cookies. The Search Giant mentioned that it will not construct any alternate identifiers methods to track the valuable data when the users are browsing the web or any Google Products.

Google is adamant about not replacing third-party cookies with any alternate solution to track user’s web activities.

What Does Tracking Cookies Do?

Tracking cookies are files that store information about the visitors visiting the websites. To explain in layman terms, these cookies remember every minute details. This includes website configuration, log-in details, products in the cart regardless of the user has left the website. Because they carry vital information they are useful for advertising/promotional campaigns.
Furthermore, they help webmasters in creating a personalized experience.

What Is The Difference Between First-Party And Third Party Cookies?

  • First-party cookies will provide the information that the user is using while visiting the website. Publishers set these cookies using JavaScript code. These cookies store information about user behavior, login information, shopping preferences, and more. The cookies offered a better user-experience to the user.
  • Third-party tracking cookies perform the same as First-party cookies. Set by the third-party servers on the publisher’s website but, they are generated by different domains. They passed the user information through the else software. The finest example we see is – re-target marketing.

Why Google Is Removing Third-party Cookies From Chrome?

Recently, cookies have been in major news for this reason. The primary reason is PRIVACY.

There has been a lot of repeated cases from Facebook as well as other social media platforms, questioning their data management that relies on advertising. A recent example was Mr. Donal Trump’s election in 2017. Thus, it has forced the regulators to come up with a sure shot solution in protecting user privacy.

That’s when GDPR – General Data Protection Regulation defines cookies as personal information. It threatens major penalties and fines on the companies that have failed to manage the user information in the EU. The violators have paid the prices of the same. Perhaps, the primary reason Google has decided to regulate the third-party tracking cookies more precisely.

How Will Third-party Cookies Affect The Advertisers?

Globally, the users are asking to maintain their privacy. They want transparency and control over their data, where it has been shared and used.

Some browsers have already realized this and have blocked third-party cookies. However, these third-party cookies being the “backbone” of the advertising ecosystem heavily depend on third-party cookies.

With Google Putting Third-party Cookie Ban, there will be a problem in tracking the web activities as there will be no data to design the advertising campaigns.

So, now marketers have to find alternative methods for getting user information to pitch their promotional content to the users.

Why Google Is Removing Third-party Cookies?

Google emphasizes User Privacy.

Privacy tools and Ad Blockers are necessary to install to increase regularity. 

A survey from SmarterHQ reported that 79% of the consumers said that their information has been compromised. Firefox and Safari have already blocked third-party cookies. Google was the recent one to join the team.

CCPA in California, the USA, and GDPR in the EU implemented the user protection policy to protect consumers’ data. Hence, enough reasons for Google to consider removing the third-party cookies.

In Conclusion

Google is all about users. From day one, it has been working hard in developing strong relationships with the users. Google Updates are the primary reasons brands have to work on their user-experience as well as improvise on their marketing strategies to become successful.

Google eliminating the third-party cookies that were widely doing data collection from the third-party servers will be benefiting users ensuring that their valuable data will be not shared with others.

From February 2020 Chrome will start limiting the third-party tracking cookies. Also, they will require access over HTTPS with precise labeling as “First-party” “Third-Party”. Henceforth, collecting the data insights, establishing the database, contact listings, as well as utilizing audience segmentation will remain to be a crucial focus for the brands to stay ahead in the competition.

Furthermore, Google also claimed that they are working on bringing the solution to the advertisers, users, publishers as well as targeting technologies enabling safe tactics to what the third party cookies used to do.

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