We all know about or have been impacted by web cookies while we surf the web or enjoy social media.
Have you ever search for a product only to have an advert for that very product pop up later that day or the next time you are on social media? well, that is due to a third-party cookie and am advertisers remarketing campaign.
But what exactly are web cookies and why is Google planning to ban them by 2022.
What are web cookies?
Web cookies are tiny bits of information that a website collects about its visitors. This information is
First-party cookies might help keep you logged into a video streaming service or record your language preference.
But third-party cookies are typically created by a company external to the website you’re using, and can often follow you online. Even if you have no idea they are there. – this is generally seen as the bad type of cookie.
Google banning cookies
While Google does not plan on banning all cookies, they are planning on banning the third-party cookies, the ones that follow you around online and continuously retarget and remarket products to you.
Google says this decision is all about privacy and protecting this privacy. This ban will allow consumers to navigate the web without pressures of adverts based on previous search history and patterns.
Google’s goal of making third-party cookies “obsolete” by 2022 will be a significant shift for the online advertising industry, which relies on the technology to serve personalised content.
“Users are demanding greater privacy…and it’s clear the web ecosystem needs to evolve to meet these increasing demands,” Justin Schuh, Google’s director of Chrome Engineering, wrote in a blog post.
It is no secret that advertisers rely heavily on google remarketing and the use of a third-party cookie, so where will this ban leave them?
Well, they will now be more reliant on other marketing strategies which will include a lot more organic approaches. There is also a huge weighting on brand authority within google ranking algorithms – this will continue to be the fact but brands will have to work extremely hard to increase their authority within a niche or market segment.
‘Search’ advertising as well as SEO techniques are going to be even more important for businesses that in the past could centre their marketing around a remarketing campaign
Google is still in the business of making a profit and most of their income is from advertising, so how will this ban affect them?
well google still plans on showing adverts, the data driving these adverts will be coming from Google itself and not third-party companies. The company wants to figure out a way to show people relevant ads, but without handing over so much of our personal data.
Remember that Google has a lot of first-party data about people, thanks to its services like Maps, Gmail and even its smart home devices.