Google recently announced the rollout of a new Tracking Protection feature, which restricts third-party cookies by default. This was set to affect 1% of Chrome users globally from the 4th of January 2024, and its impact is only set to rise throughout the year.
But what does it all mean, and how will it actually affect you? This article will explain why Google is changing things up and how this could impact website owners and the digital marketing industry as a whole.
What are third-party cookies?
A third-party cookie is a small piece of data placed on a user’s device by a website different from the one the user is currently visiting. It tracks the user’s browsing history, enabling personalised ads based on their activities.
Why is Google restricting third-party cookies?
Google is restricting third-party cookies as part of its broader Privacy Sandbox initiative. This initiative aims to improve privacy by limiting how much websites can track users when browsing the web. In fact, third-party cookies are set to be completely phased out by the end of 2024.
What does it mean for me?
You might be wondering, what does this mean for me? If your business relies on third-party cookies for advertising, this move could affect you in various ways.
We’ve broken down how Google’s actions will affect you and how to prepare for the change.
Gather more customer data
Although third-party cookies are being phased out, there are other ways that you can get to know your customers. You can encourage them to share data with you through registration forms for events, landing page subscriptions, or newsletters.
Sign-up forms can be a great way to collect information that can then be used for impactful marketing campaigns. If you want to find out how to collect and leverage customer data more efficiently, reach out to a member of the Puddle team.
Consider new marketing strategies
Removing third-party cookies means that many businesses might have to consider new marketing strategies to make up for the reduction in targeted advertising. For example, perhaps it’s time to focus more time and resources on SEO optimisation, other advertising avenues, or email marketing campaigns.
Get in touch to learn more about potential new marketing strategies for your business.
Check GDPR Compliance
Google’s recent changes signal a wider shift towards enhancing user privacy. Therefore, it’s more important than ever to ensure your website fully complies with the rules of GDPR.
Having a GDPR-compliant website builds trust between yourself and your customers, and if you fail to comply with data protection regulations, you could receive a warning or even a fine.
For further guidance on GDPR compliance, check out these resources.