The way we track our website users is evolving rapidly. For years, third-party cookies were an indispensable tool for marketers. They help us to track user behaviour, personalise experiences, measure website performance and retarget users. However, that era is quickly grinding to a halt.
People and governments across the world are increasingly more concerned about privacy online. As a result, data has become highly regulated – to the point where third-party cookies are being phased out. Google Chrome is a major driver behind this, and plans to stop supporting them by the end of 2025.
For us marketers, this shift is huge. It has a major impact on how we measure our work. We’ve had to implement transparent strategies with a privacy-first approach. In this article, we’ll break down what’s happening and why it matters – as well as how you can survive in a cookieless future.
What Are Third-Party Cookies?
Third-party cookies are small pieces of website data that are stored in your browser by the websites that you visit. Advertisers and analytics platforms use them to track users behaviour across multiple websites. The reason for this is that the information in the cookies can help inform advertising strategies that are tailored to your interests and online activity.
While this is incredibly useful for marketers, it also raises some serious privacy concerns. Many users have no idea how much of their data is being tracked and how it’s used. Regulators are now stepping in to protect users, and ensure that their data is only tracked and collected with their explicit permission.
Why Are Third-Party Cookies Being Phased Out?
Third-party cookies make it difficult for users to maintain control over their personal data. Until recently, they were often used without users’ knowledge or explicit consent. This has led to many internet users not trusting them and wanting greater power over how their data is tracked, stored and used. Governments have put in place stricter laws like GDPR to help with this, and have given companies no choice but to seek explicit consent and be transparent about the data they collect.
This growing demand for privacy combined with mounting legal pressure is a key reason why Google is finally taking action to block third-party cookies in Chrome.
How This Affects Marketers
The decline of third-party cookies affects marketers a lot. User data was the backbone of our strategies, helping us determine what works and what doesn’t. It also helped us to retarget, personalise adverts and target users.
Without this data, we need to be a lot more mindful of our strategies, have a better knowledge of our target audience and A/B test more frequently to determine the most effective strategies. We’re moving away from a model of passive data collection to one where insights are earned through engagement, trust and experimentation.
Tracking Data Without Cookies
Marketers are frequently confronted with sudden changes. The key is to adapt. Phasing out of third-party cookies is just the latest example of how quickly things can change. Instead of seeing it as a loss, we can see it as an opportunity. Ultimately, the playing field is still level, as all internet users will be forced to comply with these changes.
Here are a few strategies to help you adapt and thrive in a cookieless world:
- Get your own first-party data – Encourage users to subscribe to an email newsletter you run, create a loyalty program, put a quiz up on your website… Get creative and find ways to engage your users and encourage them to share some information with you.
- Build relationships with your audience – Offer real value. Perhaps you have a free informational guide to share with users who sign up to emails, or maybe you can send them quiz results in exchange for their email address.
- Have the correct consent mechanisms in place – Ensure that any avenue you give your users to share data with you is opt-in and gains their explicit consent. You should also make sure your website has appropriate cookie banners and is transparent about what data is collected.
Of course, as well as using first-party methods to collect data like the above, you also need to be willing to experiment. A/B testing is more important than ever, as it’s a great way to understand your audience’s reactions and behaviours, as well as determine what works and what doesn’t.
Don’t Fear A Cookieless Future
With third-party cookies becoming a thing of the past, the future doesn’t look any less bright. Embracing privacy-first strategies now is the best way to get ahead of your competitors, and stands you in good stead to succeed in a cookieless world.
If you want your online presence to thrive in a transparent and user-focused web, why not speak to Search4Local? Our marketing experts can help you put together successful marketing strategies that comply with data regulations. Contact us today to start your journey with us.
Written by Alice Farley
