Google has announced that it will end third-party cookies by March 2022. Hitherto controversial for reasons of personal data protection, third-party  Kenya Phone Number List cookies will no longer be used on the Google Chrome browser. So what are the consequences for advertisers and Internet users?

What are third-party cookies?In March 2022, Google will no longer use “third-party cookies” on its Google Chrome browser. But what are third-party cookies? What are they for ? To understand the role of third-party cookies, it is necessary to define what a cookie is.

Cookies are files stored on a server in the terminal. They make it possible to memorize the actions of an Internet user on a website. These are the cookies that make it possible to keep, among other things, the choice of language, connection identifiers, or the pages viewed by an Internet user.Among the different types of cookies, we find the famous “third-party cookies”, also called “ third-party cookies” in French. They are not generated by the site operator, but by a third party. These cookies collect important information for advertisers such as the age, sex of an Internet user, or his behavior on a website.

Take the example of an Internet user who reads an article about a new pair of shoes. With third-party cookies, the Internet user has a good chance of finding advertisements for the same pair of shoes on his social network accounts, or on the next sites that he will visit. Third-party cookies therefore make it possible to offer advertisements corresponding to the interests of Internet users.

Why Put An End To Third-party Cookies?

Why put an end to third-party cookies? The search engine ad prompted many questions and concerns from advertisers. By putting an end to third-party cookies, Google deprives advertisers of a substantial source of information about their customers.

Following the implementation of the RGPD , General Data Protection Regulation, many initiatives have emerged to guarantee better protection of personal data. It is in this context that this Google announcement is made.This Google initiative should contribute to a more ethical use of personal data . However, a remark was raised by market specialists. Without third-party cookies, there will be no more marketing of the data. Consequently, with personal data becoming increasingly rare, there is a risk that this data will be exploited by the custodians.

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Some even use the term Privacy Washing to denounce what they consider to be an abusive marketing practice under the guise of data protection. This Privacy Washing term is also reminiscent of the term “Greenwashing”, widely used at the moment to designate the false environmental promises of certain advertisements.

Beyond these controversies on the effectiveness and usefulness, or not, of this end of third-party cookies, it can be said that this measure is a real upheaval in the online advertising sector. What changes for advertisers?While third-party cookies are one of the main methods of online targeting, this is not the end of targeting in digital marketing. Advertisers may use other methods. The risk is however that the advertisements are less powerful, and less in adequacy with the profile of the target. Advertisers will therefore have to adapt.

What Changes For Advertisers?

Among the possible solutions, there are other cookies, and in particular first-party cookies , which can be used for advertising targeting. These cookies are associated with the advertiser’s domain name. Increasingly popular with advertisers to overcome the end of these third-party cookies, these first-party cookies could, in the coming months, play an essential role in online advertising.

Also, other non-cookie identification methods are being researched to complete the action of cookies. The objective would be to digitize the data assets of customers as part of marketing actions.Finally Google, in partnership with Kantar, set up the Moonshot project . The project aims to imagine online advertising without cookies, but just as effective. Google and Kantar have therefore set up an independent system to measure the impact of Youtube ads . Now available in the United States, this technology should arrive in France soon.

 

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