elimination of third-party cookies “Google's well-known third-party cookies will disappear ”
Google will phase out its third-party cookies by mid-2023
To give you a complete picture, we will give you a summary of what cookies are.
The well-known cookies are trackers that allow us to know the activity and identify users, and when you open any web page it immediately gives you the option to accept them or not, but in this world that is getting faster and faster, the lack of time to read what it is about ends up winning.
Previously, cookies were files that were immediately installed on computers, but today their acceptance is required to start collecting data due to the policies implemented. Their task goes beyond just tracking your activity; through them, companies can also get to know users and offer them personalized advertising, as well as optimize and adapt information and navigation to provide better experiences.
We mention some types of cookies
According to the entity that manages them:
Own Cookies: are those managed by the same domain , such as those that a website obtains when the user accesses it, and that seek through them to improve the experience of visitors to the site, as well as to facilitate their passage through it.
Third-party cookies: These are generated by other domains, that is, when coo means in company you click on other links on the website, they take you to other sites such as social media apps. They therefore seek to obtain information from all the sites where the user has been in order to offer better advertising, behaviour patterns, user characteristics, geolocation, which pages or subpages have been visited and the time spent on them.
According to its duration:
Persistent Cookies: These are those that, even when the website is closed in its entirety, when the user re-enters it, he or she will not need to re-enter his or her data, or the page will even maintain the previous path, so if you added products to a shopping cart, they will continue to be reflected when you access it again.
Session cookies: These are cookies that retain information while you continue visiting a website. As long as you do not leave the website and continue to use it, your data will remain on the website, such as a login, which will be retained if you access it again.
Deleting Cookies and Their Importance for Marketers
In order to protect users and rescue its advertising on the web, Google announced in 2020 the elimination of third-party cookies, measures that many considered quite aggressive, observing that many of the advertising campaigns are made around the analysis of them and thus achieve a percentage of traffic in digital businesses.
Some of the established complications that would arise from the elimination would be:
Revolution for affiliate marketing, which is the type of marketing that seeks to promote brands or other companies through advertisements and promotions through companies, blogs and websites, making it difficult to sell advertising space.
Ads that are irrelevant to users due to reduced tracking analysis.
Remarketing will become a difficult task because the pages will not remember the users' passage through the different websites, so it will not be possible to offer promotions or discounts to customers as easily.
Google had planned to phase out cookies in 2022, however, as an incentive to the current business model, it set a deadline of mid-2023 to begin phasing them out gradually.
Google wanted to implement FLoC (Federated Learning of Cohorts) as a means for an internet without cookies, which no longer focused on individual user behavior but on behavioral groups, however the rejection it received from companies, in addition to accusations from the parties considering that through this system sensitive information could be obtained from users, the search engine decided to put aside its new option and opt for Topics , in which users would be grouped into 350 categories obtained from your searches, in three weeks in the browser and from there you can take a base to establish advertising without taking sensitive information; however, this does not guarantee that websites will look for ways to obtain and relate more personal information from the user.