The beginning of the end of third-party cookies: are your campaigns ready for it?

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Google's announcement about the End of Third-Party Cookies in mid-December 2023 and that it would begin testing its tracking protection with 1% of users has triggered an alert for companies and professionals working in Digital Marketing.

The company has been talking about this initiative for over 2 years and several consultancies have warned their clients about this near future; but now the actions finally seem to have a date on the calendar.

This initiative is part of the Privacy Sandbox project, through which Google aims to increase the security of Chrome data and protect user privacy. This provides new solutions for developers and digital professionals, without relying on online tracking identifiers.

What was the role of third-party cookies in Marketing?
The end of Google cookies will not be total. The original website may continue to collect its own cookies for Re-marketing (Retargeting) campaigns, for example.

But the end of third-party Google cookies still represents a change in strategy for marketing leaders and entrepreneurs working in the digital world.

Cookies in the internet world are small text files that hungary whatsapp data are stored on your computer, tablet or smartphone when you visit a website. These files are created by your web browser and store information about your interactions with the website.

They have been used to track web behavior, allowing valuable information to be collected about browsing habits and interests, and helping to create personalized campaigns.

What changes with the end of third-party cookies in Marketing?
The great benefit of the end of third-party cookies is for the user, with increased privacy, having more control over personal information and avoiding tracking on other websites.

With this increased transparency regarding privacy , your company has the opportunity to gain the trust of consumers.

A major challenge that will be faced is the effectiveness of targeted advertising , since, with this change, precise audience segmentation and reach is no longer so simple .

Companies specializing in paid media, such as MDASS, are already developing strategies so that their clients are not impacted by this change.

What can you do to adapt to the end of cookies in campaigns and continue to deliver results?
In a recent study by GetApp, which works directly with HubSpot on insights related to marketing strategies around the world, it was found that:

41% of marketers believe their biggest challenge will be their inability to track the right data about users
44% of marketers are anticipating a 5% to 25% increase in costs to achieve the same goals as last year.
23% of marketers plan to invest in email marketing due to new Google policies
Like every watershed moment in the digital industry, this is also a great opportunity to explore ways to reach and engage with new (and old) customers.

After all, the cookies run out but you still need to deliver results.

Below, we have listed some actions that we instruct clients to start putting into practice to reduce this impact throughout their media strategy.

Build your own database:

Knowing your audience in depth is the best way to create good strategies and make the best decisions. Organize teams to create your own database, with details of each customer/user and information about their behaviors, preferences, purchase history and all the data you can enter.

Create Rich Content:

Your own database is the first step, and it can be optimized if users provide their information willingly. The best way to encourage this behavior is by giving them the action back, with exclusive content, recommendations, personalized recommendations and special offers.

Apply Contextual Segmentation:

By grouping users with similar interests and behaviors, companies can create and target ads to specific audience segments – and most importantly, without compromising individual user privacy.

It's an innovative approach that targets ads and content based on the context of the page the user is browsing, rather than relying solely on browsing history, for example, while respecting the protection of user data.

In some cases, we’ve observed that in this experience, audiences respond better to ads that aren’t too specific, as they don’t appear to be a blatant violation of privacy.