2022 marks the year when Google will remove all third-party cookies from its popular Google Chrome browser - Now what does that mean for modern day digital marketers and how it’s going to affect them?
Here’s an article that will present you an insight on what’s going to happen in the future.
Cookies are about to die and this can be quite revolutionizing for the entire digital marketing industry. If you’re an Apple fan and normally use Safari for your searches, then there’s seldom you find yourself wondering why Apple isn’t showing me unnecessary ads. Even though it's the same Internet and services which others are accessing through Google Chrome, Firefox or other browsers, right?
Well that’s because Apple is using a tool called Intelligent Tracking Prevention (ITP) in Safari.
If you find cookie collection odd, then behold as Chrome is about to eliminate the entire third-party cookies section from its renowned browser Chrome by the year 2022. Cookies abundantly helped digital marketers to create retarget marketing campaigns and with the end of third-party cookies, they won’t now be able to track their user’s activities, improve their experiences and show ads to the right audiences.
The search engine giant has further confirmed that they won’t be making any due investments in creating separate alternative identifiers to track audience activities any longer. Neither would they encourage such activity across the web or integrate them within their respective products/apps/services or elsewhere.
According to Google, as they explain in one of their blog posts,
While activating third party cookies have helped countless marketing teams across the globe to collect vast amounts of information on their respective audience, it has created a cloud of mistrust among audiences. More than 72% of individuals feel that everything that they are doing on the Internet, especially through Google is tracked by third party companies and technology giants across the globe.
As Pew Research Center puts it,
More than 81% say the potential risk they face because of data collection outweighs the benefits. If digital marketing teams working for major brands and technology giants aren’t going to take steps to remove rising concerns of the individuals concerning privacy and personal identity, then Search Engine giant (Google) will have to take steps in order to safeguard the future and create a free and open web.
As far as Firefox and Safari is concerned, they have already removed third party cookies and Google will do the same in the coming year. Now, we can all live in a cookie-less world in the coming days.
What’s About to Happen in a Cookie-Less World?
In a cookie-less world, advertisers will not be able to create personalized campaigns. Marketers across the world will have to shift back to their old strategies of leveraging first-party data and will require analysts to work on their data at hand to understand what people want personally rather than tracking the individuals constantly to learn about their activities. In short, they will have to invest more time in creating customer data platforms and will have to invest their time in finding similarities among groups.
Business Insider went across different channels to ask a variety of individuals belonging to the tech industry on what they feel about this recent change in Google’s upcoming privacy settings.
And here’s what they have to say:
Gautham Mehra, Chief Data & Product Officer at Dentsu Programmatics - South Asia expresses his view by claiming that this was already expected. As the change takes place, many large publishers will have to design their products in a way that users would be left with no other choice then to sign-in on the platform in order to consume content. Advertisers will have to make investments in managing first-party information more efficiently and extract maximum value out of it. Altogether, we don’t yet have the totality of the situation at our expense, as there will be more announcements which will appear over the course of time. Platforms like Apple, Amazon, Facebook, Trade Desk, Adobe and Media Math will enter the fold.
The Transparent New Era
As Varun Duggirala puts it, Google has taken an expected step which was already anticipated by many of the individuals. The conversation around data privacy has been going on for a long period. Many consumers are now seeking clarity on the usage of their personal information. They want to know which company is using what amount of knowledge and how much of it for their marketing practices. This transparency will lead on to a better data culture where markets and target consumers can focus on other aspects such as content marketing for the greater good. More valuable things will see the light of the day rather than the ones which are hungry for increasing their profit margins. For instance, an animated video production will thrive only if it capitalizes on powerful content marketing practices rather than relying on investing a lot of budget on marketing. It will create a more prosperous online environment.
Traditional ads, such as newspapers and telephone directories, is becoming less useful for companies. People are now linked to the internet all day, every day and "live online," as opposed to a few years ago where they would go to a computer to search for a product or service. Trying to find knowledge, a product, or a service is as simple as searching on their work laptop or computer or learning their mobile phone or tablet.
The goal of digital marketing is to get your content, goods, and services in front of people while they are searching online. The simplest digital agencies are aware of the goods and services' purchasing processes and ensure that the information is visible to potential customers at the appropriate time. The various stages of the purchasing process, such as analysis, consideration, and purchase, are referred to as "micro-moments" in the digital marketing environment, and the best digital marketing agency can deliver the relevant information, service, or product at the appropriate time during the buying process.
Although some digital marketing agencies will also produce and handle conventional advertisement or business marketing, such as newspaper advertising, specialist digital marketing agencies will focus on internet marketing rather than "marketing firms," which are more likely to focus on TV, radio, and print.
Are you keeping track of how things are transforming rapidly in the online world? Feel free to let us know what you think is best for the future. Will this strategy of Google going to turn out fruitful?
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