The Cookie Apocalypse is upon us, leaving many eCommerce businesses in the lurch. The end of Third-Party Cookies as we know them is near, and this will mean a change in the strategies of many businesses.
A large number of eCommerce businesses rely directly on the information that Third-Party Cookies provide them. So what are the solutions for these businesses?
In today’s post we answer this, and many other questions, about the Cookie Apocalypse. It is a complex topic and we have tried to summarize it as clearly and simply as possible.
So without further ado, let’s get to it!
What is the Cookie Apocalypse?
In early January 2020, Google announced something unlikely for many. A three-year strategy that included eliminating support for Third-Party Cookies in Google Chrome by 2023.
Three weeks ago, we entered the final year before the new proposal goes into effect. Getting closer and closer to this event caused the industry to dub it Cookie Apocalypse, due to its negative connotations for many eCommerce.
Truth be told, the advertising ecosystem we see today would not exist without cookies. That’s why Google gave advance notice so that affected businesses had time to prepare and seek solutions.
Naturally, business experts have been buzzing about how it will change everything we do online.
But do we really need to panic?
In order to reason whether the end of Third-Party Cookies is an apocalypse and that from 2023 onwards everything will be chaos and destruction. First, we need to know how Third-Party and First-Party Cookies work right now.
What are Third-Party Cookies?
On the one hand, First-Party Cookies are cookies that belong to the main domain visited by the user. Thus, if the user visits a website, First-Party Cookies containing user data will only be accessible to that website.
On the other hand, Third-Party Cookies do not originate from the primary domain visited by the user. Instead, these cookies are often the result of services that businesses add to make their sites work better (such as adding social buttons or chat services or others).
Why do brands use Third-Party Cookies?
For the advertising industry, targeting is the most essential component. Third-Party Cookies allow advertisers to track the websites visited, time spent on each website, clicks, locations, etc. of a user, which helps them track the user and show them the same ad or its sequel wherever they go without even asking them to log in to those websites.
Thus, it is understandable, to some extent, that many brands see this new approach as a nightmare. All strategies that relied solely and exclusively on the information obtained by Third-Party Cookies will lose their full potential.
What are the solutions to the Cookie Apocalypse?
You guessed it, yes. First-Party Cookies are the big winners. The information obtained thanks to First-Party Cookies will become fundamental when Third-Party Cookies are banned, as only user data on the web will be accessible to make an informed decision.
In addition to all the solutions or software that offer First-Party Data services, there are other ways in which information can still be obtained.
The easiest way to keep track of users who visit your website is to ask them to provide their email. You can do that by either asking them to sign up for a newsletter or when they submit a support inquiry or some other way in which the user has to provide their email.
With this information, you already know who the user is and can track their activity on the platform, the content they visit, their interests, likes and dislikes, etc., and use this data for segmentation.
However, from Discoverfy we believe that betting on the solutions offered by First-Party Data is the move to follow.
Regardless of the fact that by the end of this year the situation will be chaotic, practically all eCommerce will make the transition to First-Party solutions, and in the end the elimination of Third-party Cookies will not have as considerable an impact as anticipated.
That’s it for today!
Thank you very much for reading us as always!
See you in the next post 🙂
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