The cookies will stay! Online publishers can rejoice they get to keep these little bits of data that help them advertise for another year.
Originally, Google was set to remove support for third-party cookie data this year. The date for this removal is moved to 2023, which gives industry stakeholders time to prepare for this future and what it will mean. Alternative solutions are necessary to ensure targeted advertising can be implemented in the future. The online world will look different a year from now, with ads that aren’t targeted based on these bits of information.
Unfortunately, the Situation Doesn’t Change Much
Yes, online advertisers and publishers receive an additional year’s reprieve from cookies being removed from Google, but this extra time isn’t much at all. Unless Google can provide a support system or replacement data initiative to bring ads where they’re needed, many digital marketers will need to find new ways of doing business. The future of online publishing is unclear, but now that a hard date has been set, those in the industry need to figure out how to bring their ads to users when they are online.
Could First-Party Data be the Solution
Currently, your online history is collected and compiled, which is used to bring ads to your screen. These ads are based on your search history and recent interests. These third-party data elements will be gone from Google Chrome next year, and advertisers need to understand how to stay in front of interested users. One way to do this could be through the collection of first-party data. This might be through a login process, questionnaires, and by collecting additional data from the users. Doing this allows various websites to offer their members products and services but only those registered members.
Universal IDs Might be Another Answer
No cookies will create problems for many advertisers, but some will make use of Universal ID programs. These IDs provide additional ways for advertisers to improve user identification and bring information to the user’s screen. These systems might act similar to current third-party entities but allow more reach from a group of publishers rather than only one. A Universal ID allows you to share your information with several sites and receive information from them often. This is likely one of the ways advertising will change and bring more information to your screen.
What Should Publishers Work On Now?
Whether Google moves the date again or it deletes support for third-party data in 2023, as discussed, advertisers and publishers need to focus on the future right now. Those who start early will build a sustainable solution for the future. Cookies are going away, and this significant change is going to happen much sooner than anyone in the industry can imagine. Professionals in the digital marketing world need to understand the future and begin to collect data for their advertising audience. This is going to take time for you to build your data bank and have a large audience with the necessary reach.
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