For decades, marketers have been using cookies to collect data, improve the user experience, and track website visitors. With Google’s announcement stating that they would be dropping third-party cookies from Chrome browsers by the year 2022, this will officially mark the end of third-party cookies as we know it. With all of these new changes, marketing businesses are scrambling to figure out what they need to do to ensure the future and security of their business.

What Is Happening with Third-Party Cookies?

In February of 2020, Google announced in a blog post that they would be pivoting their digital advertising strategy and phasing out all third-party cookies to respond to consumers requesting more enhanced privacy settings. This move will allow users to have more control, choice, and transparency on how their data is used, allowing them to protect themselves from unwanted data tracking. Other browsers like Firefox and Safari have already stopped allowing third-party cookies.

The cookie tracking process didn’t always present accessible information to marketers. In order to get the data required, marketers needed unified data, meaning they had to match the cookies to the right users to ensure they’re providing the right personalized experiences to the right customers. However, due to the massive amount of data that needs to be synced up, errors can easily be made. Plus, cookies cannot track the switch of mobile to desktop or through different browsers, which leaves marketers with incomplete information.

How Will This Impact Business?

The new privacy efforts created by Google Chrome will significantly impact some areas of the advertising and marketing space. Those companies who built their business on collecting this individual data or third-party data to target specific online audiences will ultimately feel the impact of this change. Knowing how to adapt to these changes will be the difference between marketing businesses thriving or disappearing with the end of the third-party cookies.

Thriving Without Cookies in Your Business

The first step companies need to take is to determine how they want to move forward. First, businesses must analyze what they currently use to gain customers and increase retention to determine what they need to move forward. In most cases, marketing businesses need to work with a provider that can produce the data they need to grow their client base.

Working with a marketing technology provider, like Eikon Tech, offers multiple identity resolution solutions, where cookies are one of many identifiers to help deliver your messages effectively across all channels. Companies are provided with accurate insights to improve campaigns, strategies, and measurement. This allows companies to focus on delivering the ultimate customer experience using intelligent data.

Standing Out In A New Digital Advertising Era

The new cookieless digital advertising era can seem overwhelming, but it helps brands to focus their efforts on their marketing goals and adapt their strategy to continue growing. If your business needs a path to move forward during this transition period, get in touch today and let our experts provide your business with powerful customer acquisition and retention solutions.