How will Google's new cookie policy transform your digital marketing?
Posted: Thu Dec 05, 2024 6:03 am
Digital marketing is approaching the cookieless era. Starting in 2022, the Google Chrome browser will join Safari and Firefox in no longer allowing the use of cookies , forcing advertisers to look for new ways to reach their audiences.
What are the reasons for this change? How will it affect our digital marketing strategies and what solutions can we look for? We tell you all about it in this article.
Do you want to know what the impact of removing cookies in Chrome or the new privacy policies in iOS 14 will be on digital marketing? Click here and watch the related course. Round table with expert voices from the sector.
How Google's new cookie policy will transform your digital marketing
Google's new cookie policy
In early 2020, Google surprised the digital marketing sector list of namibia consumer email announcing that it will eliminate support for third-party cookies in its Google Chrome web browser over the next few years.
This is a real revolution for our sector, as cookies are a tracking method used by advertisers and advertising platforms for decades, especially on computers. However, in recent years, new tracking methods have been incorporated into the ecosystem that are safer, more efficient and more compatible with our new internet usage habits, switching from one application to another instead of using only the browser.
Google's goal is to introduce new technologies that offer advertisers the same functions as cookies when it comes to segmenting and targeting campaigns, but that are more respectful of users' privacy and security. To make this possible, they have promised to develop alternatives throughout 2021 and 2022 that store user information within their new solution, the Privacy Sandbox.
What types of cookies does Google want to eliminate?
Cookies are small computer files sent by websites to be stored in browsers and track different data about users .
There are many different types of cookies, including malicious cookies that are intended to implant viruses on your computer. These are the main types of cookies that brands currently use and that Google Chrome will eliminate from 2022:
Session cookies: These cookies are used only when a person is actively browsing a website and disappear once the user leaves the site. In this way, advertisers can analyse the user's browsing behaviour and create profiles based on the content they have viewed.
Tracking cookies: These cookies can be used to create long-term records of multiple visits to the same site, allowing marketers to understand site usage behavior in order to optimize the site.
Authentication cookies: These cookies keep track of whether or not the user is logged in and with what credentials, and store information such as passwords to facilitate the login process.
What are the reasons for this change? How will it affect our digital marketing strategies and what solutions can we look for? We tell you all about it in this article.
Do you want to know what the impact of removing cookies in Chrome or the new privacy policies in iOS 14 will be on digital marketing? Click here and watch the related course. Round table with expert voices from the sector.
How Google's new cookie policy will transform your digital marketing
Google's new cookie policy
In early 2020, Google surprised the digital marketing sector list of namibia consumer email announcing that it will eliminate support for third-party cookies in its Google Chrome web browser over the next few years.
This is a real revolution for our sector, as cookies are a tracking method used by advertisers and advertising platforms for decades, especially on computers. However, in recent years, new tracking methods have been incorporated into the ecosystem that are safer, more efficient and more compatible with our new internet usage habits, switching from one application to another instead of using only the browser.
Google's goal is to introduce new technologies that offer advertisers the same functions as cookies when it comes to segmenting and targeting campaigns, but that are more respectful of users' privacy and security. To make this possible, they have promised to develop alternatives throughout 2021 and 2022 that store user information within their new solution, the Privacy Sandbox.
What types of cookies does Google want to eliminate?
Cookies are small computer files sent by websites to be stored in browsers and track different data about users .
There are many different types of cookies, including malicious cookies that are intended to implant viruses on your computer. These are the main types of cookies that brands currently use and that Google Chrome will eliminate from 2022:
Session cookies: These cookies are used only when a person is actively browsing a website and disappear once the user leaves the site. In this way, advertisers can analyse the user's browsing behaviour and create profiles based on the content they have viewed.
Tracking cookies: These cookies can be used to create long-term records of multiple visits to the same site, allowing marketers to understand site usage behavior in order to optimize the site.
Authentication cookies: These cookies keep track of whether or not the user is logged in and with what credentials, and store information such as passwords to facilitate the login process.