A Brief History of the Third-Party Cookie Phase-Out
Then I'll highlight a few things marketers should keep in mind as we get closer to 2022. 23% of marketing experts plan on investing in email marketing software due to Google’s new policy.īelow, I'll note a brief history of how the third-party cookie phase-out, and Google's pivots for tracking security, came to be.44% of marketers predict a need to increase their spending by 5% to 25% in order to reach the same goals as 2021.41% of marketers believe their biggest challenge will be their inability to track the right data.GetApp, which provided HubSpot with exclusive data, discovered that: While numerous advertising agencies criticized Google's pivot, companies like GetApp have begun to research potential marketing impact. How Marketers and Advertisers are Reacting to Google's Phase-Out Instead, our web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers," says Google. "We don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment. "We realize this means other providers may offer a level of user identity for ad tracking across the web that we will not - like PII graphs based on people’s email addresses," a Google post wrote.
The third-party phase-out was initially announced in February 2020, but Google accelerated buzz around it this month when they announced that they won't be building "alternate identifiers to track individuals as they browse across the web, nor will we use them in our products." We also use them to learn about what our visitors are checking out online when they aren't on our websites.īut the way we use cookies and Google ad-tracking tools could change dramatically with Google's efforts to phase phase out the third-party cookie on Chrome browsers by 2022.
What do marketers and Sesame Street monsters have in common? They LOVE cookies.įor years, brands have been using them to track website visitors, improve the user experience, and collect data that helps us target ads to the right audiences.
0 kommentar(er)
