You might have heard rumblings about the “Cookie Crumble”. You might have heard murmurings around the water cooler… Google is stopping cookie storage. This article will hopefully impart some knowledge and give you some guidance.
Google announced that they are planning to disable all third party cookies over the next two years.
Google’s Chrome Browser owns 62% of the global market.
What is a cookie?
A small piece of data sent from a website and stored on the user’s computer by the user’s web browser while the user is browsing.
First vs Third Party Cookies
First Party are created by the host domain – the domain the user is visiting. An example of this is that once you’ve logged into your Takealot account, you don’t need to do so every time you go back to the site as the cookie remembers who you are.
Third Party are those created by domains other than the one the user is visiting. Think of the advert you keep seeing on news sites and blogs for the product you viewed on Takealot.
What this means for us?
Firstly, this isn’t new, browsers like Safari and Firefox already have policies in place to limit third party data collection. Chrome’s market share ownership will mean this will become more prevalent and will affect more users.
Google Search was never cookie-based targeting, so it will not affect your campaigns.
Google display and Programmatic might get affected. Today we work on more advanced ways of understanding our user through Google Ad IDs or device IDs. So don’t panic; your campaigns will still work the way they used to.
Overall we’ll likely see a return to brand awareness and direct response campaigns. A return to the traditional cornerstones of advertising and communications where every movement and action of the consumer isn’t attributed to single ad.
You will most likely will need to leverage your stored customer data even more to communicate directly with your customers and understand their behaviours. This will enable you to communicate to the right person with the right message at the right time. (RRR Approach)