If you’re in the world of digital marketing, there is no doubt you will have heard about the looming ‘cookie apocalypse’ in which Google intends to block all 3rd party applications across its chrome platform. Yes, this includes our beloved Facebook Pixel.
3rd party cookies are already blocked on both Safari and Firefox browsers, which currently equates to around 19% of global internet traffic. Adding Chrome to that equation would ramp that number up to over 82%. Basically, this means that there will be very little web traffic eligible to receive cookies.
Why is Google being so cruel to us? Well, unfortunately, not everybody is running digital ads, meaning there is increasing concern over digital privacy and security. By blocking 3rd party cookies, Google can help improve its user experience by keeping their data more effectively protected.
You do have time to get ready, though, as Google also stated that moving too fast in this action could have “unintended consequences that can negatively impact both users and the web ecosystem”. (Independent, 2020) It is understood that the company aims to take a ‘phased approach’, in which the changes will be gradually implemented over the course of a two-year period. The changes will start, though, in February 2020.
With this revelation comes some positive news for advertisers, as Google proposes a number of new technologies (of which we are still in the dark on) to help replace cookies. These innovations are supposed to be less intrusive, and, frankly, less annoying for users. They are meant to allow advertisers to create demographic audiences, without narrowing down to specific users themselves. There is also some proposed anonymous tracking, which would allow marketers to track conversions, purchases, leads and other events with value to them, to some degree. What is clear, is that the future is very unclear, as we can’t predict with any degree of certainty, what new technologies, if any, will be able to do. It may become much harder for advertisers, or, there is still a possibility that new innovations will make it easier for digital marketing to be facilitated.
The one piece of advice we would give at this stage, is to use your assets, that don’t rely on cookies. This means email addresses. They are extremely durable and unlikely to become redundant at any stage. Also, if your site has a login, you immediately have a connection with your customers that cannot be broken by the removal of 3rd party cookies, or any actions within the realms of possibility at the moment. This is a huge asset to have at this stage.
Be sure to stay tuned to the Centric Media blog, where we will be keeping you up to date on all developments within the cookie apocalypse, and all areas of digital marketing. As always, do not hesitate to get in touch with us. That’s all for now.