Google plans to eliminate third-party cookies in Chrome by late 2023, used by an estimated 3.04 billion people worldwide. Third-party cookies allow ad platforms to trace users' habits and interests, and serve relevant ad content. This change is due to concerns about data privacy, as well as efforts by companies like Apple to block third-party cookies and protect user data. Solutions being tested include Unified ID 2.0 and Authenticated Traffic Solutions, which rely on a pixel collecting data with consent and hashing it to make it anonymous.
The changes pose challenges for advertisers and marketers, such as in prospecting, retargeting, and measurement. Advertisers and marketers should capture first-party data, test identity mapping solutions, and move to channels such as audio and connected TV. These efforts will help them prepare for a future without third-party cookies.
Privacy regulations, third-party cookie removal, and other initiatives by Apple and Google are all part of a larger effort to protect data privacy. Marketers should stay informed on new developments to ensure they are ready to act once third-party cookies are officially gone.
Third-Party Cookies in Chrome Will Soon Be Gone. Are You Ready to Act?
Don't worry ... it's FREE!
Leaders at professional services firms say relationship-based approaches, such as referrals and networking, are the most effective marketing approaches for generating new business, according to recent research.
Even the best B2B products can stall without clear messaging. Learn how to clarify your value proposition and accelerate sales momentum. Read more.
What percentage of revenue are B2B enterprises devoting to marketing? What share of marketing budgets are going to personnel? How much are budgets expected to grow in the next year?
People age 12-15 express more interest now in technology, fashion, beauty/makeup, and podcasts than those age 12-15 did in 2021, and less interest in computers, the environment, and the news.
Reaching decision-makers requires more than impressions. Learn how association media helps B2B marketers boost credibility and engagement. Read more.
Taylor Swift's brand strategy reveals five marketing lessons rooted in long-term thinking, emotional storytelling, and ownership. Apply them to your own brand. Read more.