Third-Party Cookies supports a wide range of digital marketing campaigns often called Remarketing or Retargeting. Google’s scrapping third-party cookies, will benefit users in terms of privacy and allow organisations to move to Google’s core Ad Products and Platforms to reach out to chrome users in several ways.
The cookies are the most interesting part of the web ecosystem and technology as it allows access to target users interests and intents in knowing about how and when to serve them an advertisement. This tactic is mostly used widely in a digital marketing strategy called “Remarketing or Retargeting”.
Retargeting campaigns are the big buzz in the world of Digital Marketing as it allows brands to target a set of consumers with specific characteristics making their campaign more influential in terms of Return on Investment. It is quite a well-known fact that companies are able to follow users through different channels pitching them about a particular product or service of their interest wherever google ads network is set up. In terms of understanding this concept in a more easy way, this is done through the use of third-party cookies which forces you to accept the cookies when you visit a particular website. These cookies then gather user data in various ways and target them to deliver ad campaigns. In order to shift towards a more privacy-centric ecosystem, Google is deciding to put a full stop on third party tracking codes and cookies which gather user information to deliver them a range of advertisements. It is an important aspect to note that Google will continue to use and support first-party cookies to make the user experience more valuable for consumers using websites which also open new avenues for Google and advertisers to look for innovative and privacy-focused ways of marketing.
5 Reasons – Why Google’s Scrapping Third Party Cookies?
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Privacy is the Key to Competition
The dialogue and debate on privacy are heating up year by year as government compliances, organisations and users are more concerned about the use of users’ data. The user data is quite a sensitive element and it is now becoming serious to contain companies and products on how they are gathering this data and for what use. In order to make their product more influential for users and protect their identity on the web, Google’s scrapping third party cookies for the purpose of monetary centred tracking activities. However, Google will continue to use first-party apps to store crucial information such as login history, web state, user data, etc. that is intended for convenience of user experience at first. Competitors like- Safari and Firefox have already pushed the efforts to achieve the same.
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Stringent Compliances To Protect User Interest
Everyone knows that data is the new oil and companies are certainly minting a lot of money through the widespread use of digital products and websites making people’s lives easier than ever. The various countries are now coming up with specific laws and regulations in order to protect user privacy which is also enforcing tech giants like- Google and Microsoft to watch their strategies towards protecting users data at first. International compliances like GDPR is also one of the most influential motivations in order to move up the motivation for protecting users interest in privacy and data security.
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Users Want Privacy First Products
The companies like Mozilla have already rolled out surveys to know the intent of consumers behind using third party cookies and it has been found out that the majority of people don’t want to opt for cookies and third-party data tracking due to privacy concerns. It is quite obvious and no user wants to land up on the website to share their personal information but they are forced to do so in order to continue using a service or a product. In other aspects, Google Chrome was continuously losing the user base as other browsers were being more influential in terms of data privacy features and this is what made the company take such steps.
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Google Ads Network will Gain More Momentum
As there are numerous Google platforms for showing advertisements to consumers and as there are already various remarketing platforms in the industry, this move to scrapping third party cookies will definitely make Google Ads a more desired platform for advertisers. Recently Google has also said that it is continuously improving its Advertising ecosystem to deliver more ROI in running campaigns on Google Ads instead of any other platform. This will definitely lure advertisers to use Google Ads over other platforms.
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Google Privacy Sandbox
The Google Privacy Sandbox is one of the innovative initiatives by Google Ads to make advertising more privacy-focused and it is constantly pushing advertisers to use such tools to get benefitted while ensuring privacy in a better way. As cookies are more focused to gather user data comprehensively, the Google Privacy Sandbox uses the technique of “cohorts” to segment users into a pool of behaviour characteristics without disclosing personal identity which was earlier got compromised by cookies as it allowed the collection of large chunks of data about users identity unknowingly.
Conclusion
The Google take on privacy concerns is quite admirable by industry and their strategy to solve privacy issues will definitely increase the trust of its consumers to use Google products more freely than ever. However this may generate few drawbacks for advertisers using third party cookies more often but as stated, google may come out with various new innovations to change the face of how marketing is done in the digital world.
Nikita Sharma is Chief Strategy Centrik @ HIcentrik. She Strategizes, Optimizes & Revises digital activities to deliver optimum results & returns.
6 Years of Global Experience in Multi-tasking, i.e. Digital Advertising, Social Media, Ad Campaigns, Web Design & Development, Lead Generation, and Reporting.
