A huge chunk of the ads you see online are driven by third-party cookies, which are part of a somewhat questionable ad tech infrastructure that tracks and trades on website visitor and identity data.

So, when Google announced in January that it will phase out Chrome's third-party cookie support in two years, there was angst among marketers who were concerned they'll no longer be able to track audiences and show relevant messages to them as they traverse the Web.

But, despite all the handwringing, for marketers there are long-term upsides and benefits to the demise of cookies.

Balance trust with privacy

Global privacy concerns about the use of their personal data are at an all-time high. Since the General Data Protection Regulation (GDPR) went into effect in Europe last May, the European Data Protection Board has already received 144,000 complaints.

Furthermore, a recent global study on customer experience, Experience 2030, found that only 54% of people worldwide trust brands to keep their data private, and a startling 73% believe the use of their personal data "is out of control."

Moving away from reliance on third-party data—which doesn't have clear chains of consent—can give brands back control and help them protect their customers' privacy.

Surround your marketing with thoughtful data stewardship efforts (such as governance, security, and protection) and transparent communications with customers on how their data is being used (such as preference centers, clear opt-out mechanisms, and proactive communications on data collected).

Work smarter with first-party data

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Chin up, Marketers: The Demise of Third-Party Cookies Isn't All Bad

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ABOUT THE AUTHOR

image of Wilson Raj

Wilson Raj is the global director of customer intelligence at SAS, provider of analytics software and solutions. He has 25+ years' experience building brand value, engagement, and loyalty.

LinkedIn: Wilson Raj

Twitter: @wilsonraj