In 2024, a big change is coming– the start of Google’s third-party cookies phase-out which marks a major shift in digital advertising and website tracking. Google has already testing this since January 4th, so the time without cookies is getting closer. What does this bring to the online advertising world? What can publishers and advertisers expect, and how can they prepare for Google’s total shutdown of third-party cookies?
TRUELOGIC SHOW NOTES
Digital Marketing - Any marketing that uses electronic devices and can be used by marketing specialists to convey promotional messaging and measure its impact through your customer journey. It also refers to marketing campaigns that appear on a computer, phone, tablet, or other devices. It can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts.
SEO - Search Engine Optimization. It is the process used to optimize a website's technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant and popular towards user search queries, and as a consequence, search engines rank them better.
Internet Cookies - An HTTP cookie stores information in a user's web browser. Web servers generate cookies and send them to browsers, which then include the cookies in future HTTP requests.
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Episode timeline:
[00:03:00] - Evolution of cookies from user experience tools to comprehensive trackers of personal information
[00:09:15] - The rise of online scams and identity theft and underreported financial losses due to these crimes
[00:12:30] - Importance of privacy and how regulations
[00:15:16] - Changes with third-party cookies being phased out and how it will force a shift in digital marketing strategies.
[00:18:00] - Strategies for marketers to adapt to the removal of third-party cookies
“If you have been relying on third-party data and third-party cookies, be ready to see less precise targeting. So that means your ROI is probably going to go down a bit. You will lose the ability to track individuals across websites.”
