Cookie-Pocalypse: Beyond Clicks Help Prepare You For Privacy Changes in 2023
Are you ready for the huge privacy shake up heading our way?
64.91% of people use Google Chrome and will shortly witness the elimination of third party cookies. (Estimated to happen in late 2023.)
The cookie less future is being introduced to build resilience for tomorrow by enhancing safety for users across the web.
There has been much debate over the years relating to user privacy online. Third party cookie removal is considered the solution to keep users in control of their ad experience which, in turn will make them feel safer and more valued online.
There has been a huge shift in the way consumers are engaging online. Marketing has expanded across more and more channels creating a heightened urgency to act quickly to protect privacy.
Google’s optimum goal this year is to create privacy safe measurement tools you can trust.
Googles privacy commitment:
- We never sell your personal information
- We never use sensitive information to personalise ads
- We work on your behalf to protect your privacy
What is a third party cookie?
Third party cookies are technology placed on a website to show products you previously searched for on another site. This data is collected for the third party.
Third party cookies are helpful entities for advertisers, marketers and social media platforms to reach relevant users. Basically, your web browser stores these third-party cookies from previous searches then retargets you on a later visit.
Essentially serving you relevant ‘reminder’ ads. Hence why your feeds are often full of exact or similar content you have previously searched for.
Why are they being eliminated?
Ultimately, to adhere to EU Privacy Laws. The introduction of GDPR raised multiple concerns about the safety of users online.
Therefore Google were heavily focused on privacy concerns at this years Google Marketing Live event.
Their aim is to provide solutions to overcome lack of transparency and clear consent for marketing purposes.
What happens once third-party cookies are eliminated?
Once third-party cookies are disabled, adverts will revert to contextual and geo targeted ads.
It is thought that major advertising platforms will find an alternative way to track users between websites, but Google will be tracking via Google Analytics 4 and Enhanced conversions.
Essentially the goal is to protect the rights of website users following the laws surrounding GDPR and other regulations.
Users have a right to opt out of sharing their information at any time and it is the responsibility of advertisers to inform users that their data is being collected.
It is interesting to note that 90% of Googles revenue is generated through advertising. Removing third party cookies could therefore negatively affect Googles performance.
Google is working on new technologies (to be rolled out late 2022) to overcome this change and help advertisers migrate through the cookie less world.
How Google are overcoming Privacy Issues
In late 2022, Google will launch My Ads Center. This portal allows users to go in and select their marketing preferences providing additional privacy and security whilst browsing by controlling what you see across YouTube, Discover and Search collectively.
My Ads Center allows you to personalise the content you see online using simplified controls. Users can choose specific brands they do or don’t want to see. With these measures in place, advertisers can be certain that the audience is relevant for their ads.
The best bit is that advertisers aren’t required to action this change, it will simply replace Ad Settings and ‘About this ad’ seamlessly.
Credit. Google Ads Help 2022
Google Introduces Privacy Sand Box Initiative:
This initiative has been created to strengthen user privacy online whilst allowing companies the tools to build digital businesses in a revolutionary way keeping the web open and accessible.
Sandbox will ultimately phase out third party cookies by creating new web standards.
The new audience creation tool allows advertisers to create their own audiences without using 3rd party cookies, for example remarketing to website visitors.
By using the principle of “trusted servers” to continue advertising campaigns successfully.
Google also allows testing of interest-based ads and remarketing from sandbox API’s. This means advertisers can continue to deliver ads across the whole Google network whilst respecting user privacy.
Ultimately, introducing new technology that works for Google inventory and publisher partners.
Top Tips to Survive the ‘Cookieless’ world
Start reviewing your cookies now. Look at existing PPC, social and remarketing campaigns and identify which third-party cookies you are using.
By having a clear understanding of your reliance on third party cookies, you can estimate the impact this will have in 2023.
Ensure you are utilising your first party data effectively. Do you collect data through Google Analytics, CRM’s, email marketing?
Google are working on more creative ways to interact with users. There is a huge emphasis on video content which will be rolled out this year. Video advertising enables advertisers to engage with users and build relationships with consumers on a first party basis.
Consumers need to trust your brand. This essentially develops and maintains your customer base and builds loyalty.
- Test additional targeting options – Use first party data to understand your audience and target them via websites they are fundamentally interested in. e.g. if you are a sporting goods retailer look at investing in ad inventory on BT sports site or the equivalent.
- Maximize your first party data – Look at what information you have available. Conversations happening directly with customers in your call centres, email engagement, buying history. Getting familiar with your audience enables advertisers to know where they will browse for your products.
- Analyse & Rebuild Cookie Data – First Party cookies aren’t deemed reliable for tracking user journeys successfully. However Google’s marketing live initiatives allow you to test campaigns within Google Ads.
In conclusion, marketing measurement is more challenging with more shopping channels becoming available. Google have responded to these changes whilst prioritising privacy to ensure users stay in control as they browse online.
To find out more about the cookie less world and how to protect your business’ privacy. Get in touch with us today.