The (still) impending death of third party cookies
The digital landscape has been abuzz with panic about the future of measurement and tracking after the announcement of third-party cookie deprecation. However, as of 2023, third-party cookie deprecation has yet to occur, with Google pushing back the timeline to late 2024. This presents a valuable opportunity (and some breathing room) for brands to reevaluate and refine their data measurement strategies.
You’re likely no stranger to the concept of cookies, but let’s delve into third-party cookies specifically. Third-party cookies are digital tokens set by a website other than the one you’re currently visiting. They have played a crucial role in marketing, advertising, and social media, primarily tracking users across websites and displaying more relevant ads between them. Personalized ads lead to higher conversions and lowers ad costs. They’re typically placed on a website via a script or tag, making them accessible on any website that loads the third-party server’s code.
But these effective tools are going away, so brands will need to adapt and create new strategies to drive impactful marketing strategies.
Now is the perfect time to seize the opportunity and prepare for the eventual deprecation of third-party cookies. By staying ahead of the curve, you’ll ensure your organization maintains its competitive edge and continues to thrive in an ever-changing digital landscape.
To learn more about how marketers can use first-party data, download the full article here:
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