End of third-party cookies

Third-party cookies have almost become an integral feature of every web site. It is hard to find a company not using them. Every digital device, phone, tablet, and computer store them. These are not the cookies on the HI-Tea table. These are small text files placed to keep track of browsing activities on web sites. Third-party cookies are the small software files that keep on following people from site to site. The reason behind tracking the people is to gather data about their surfing behavior, preferences, and choices. It is a method of recording their browsing habits. The data then used for marketing, sales, and consumer experience. 

It is time to say goodbye to the notorious thing, as it is now about to go away. 

Google Decision 

In January 2020, Google decided to phase out support for third-party cookies by the start of 2022. The cookies collect consumer’s data without seeking their explicit consent. It is a big privacy concern. That’s why businesses need to find a bit more privacy-conscious mechanism to gather and share consumer data. The browsers are already conscious of these privacy concerns. Apple’s Safari and Mozilla’s Firefox, block third-party cookies by default.

The operating system and apps of Apple observe limits on data collection. They also have restrictions on data sharing without users’ explicit consent. Google is now next to join the club. Google’s search engine is holding more than 90% of the cyberspace search market. Google’s decision to block Third Party Cookies has its significance. January 2022 is just a year away. It is high time for business leaders to evaluate the situation to plan for post cookie more privacy-conscious digital world.  

GameChanger

The end of third-party cookies is not an end of the world for advertisers. Working on new business models and technologies has already started to support the companies and advertisers having respect for privacy concerns. Nothing is yet clear about new models, but one thing is sure that marketing and sales options will have to stay, survive and even multiply. Large players like social media companies are working on more sophistication of marketing. The small businesses will develop new markets. Almost every significant web site is using cookies now. Many will have to shift on new technologies, some will resist, and many will fail. The rule of the game will be re-written from scratch. Survival will be for the fittest, fast adapting to the upcoming changes. 

The following suggestions can help to keep the business in competition in the changed scenario:-

Be self-sufficient

Having no access to third-party data, the companies ask for more data from the customers. Your customer must have confidence that you are respecting his privacy. Only then can a customer share more data. The Giveaways and loyalty programs can also be a way to attract customers to share more data. The companies need to change data collection rules. They also have to improve their staff skills for the collection and safety of data. Companies can make data-sharing arrangements with other businesses having similar interests. It will give birth to a sector of business syndication. 

Be part of the digital explosion 

The Covid pandemic helped the digital economy to survive and flourish. It is a start of a new digital game. The newly emerging on-demand economy will surely rise to new heights. Are you part of it? Think about how new startups and the growing digital world offers opportunities for next-level digital marketing and sales. New strategies are evolving. Be part of it or be left apart. 

Know the boundaries

It looks that advertiser platform companies will create their self contained digital markets within defined boundaries. These can be the places of similar interests, market sectors, or people interest groups. The companies need to know that which is the best place for them to stick. 

The post-cookie era is knocking at that door. The technology breakthrough is going to change the digital economy in the blink of an eye. The survival of the business is in pacing up with the move. It is time to develop your strategy to cope with the challenges of digital marketing and sales scenarios. 

Photo by Danny Meneses from Pexels

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  • Urza Omar
  • The writer is a freelance blogger, content, copywriter, and an accredited motivational speaker and trainer.