Google is (finally) phasing out cookies. Here’s why it matters
Posted: Sat Dec 28, 2024 10:22 am
On January 4, while many of us were still recovering from New Year celebrations, 32 million randomly selected Google Chrome users had third-party cookies disabled in their web browsers.
It wasn’t a mistake. Rather, Google had finally begun its long-talked-about phase-out of third-party cookies.
In case the billions of articles about the sunsetting of cookies have passed you by, here’s a quick explainer. Third-party cookies are pieces of data stored on your browser by websites. Cookies are used by advertisers and analytics services to track your online behaviour across different sites, allowing them to deliver targeted ads or gather information about your browsing habits.
Google’s trial of 1 per cent of users is a significant move and marks a pivotal moment in digital marketing. It’s the beginning of the end for third-party cookies, a mission that is set to be complete by the end of 2024.
It matters what Google does and the reason can be summed up in two words: market dominance.
Chrome has almost 65 per cent of list of mexico cell phone numbers the global web browser market share. In other words, more than 6 out of every 10 people use Google Chrome. By comparison, the next largest share belongs to Apple’s Safari with less than 20 per cent share.
Understanding the ramifications of this change on your advertising strategies, particularly in the context of retargeting ads, is crucial.
Let’s dissect these developments and highlight essential considerations in this evolving landscape.
How will this affect your advertising strategy?
Google’s decision underscores a clear challenge: the reliance on third-party cookies for retargeting ads is becoming increasingly untenable. Historically, cookies have been fundamental in gaining insights into user behaviour and preferences.
While this may seem daunting, it presents an opportunity to re-evaluate and refine your strategy to align with the current digital environment.
It wasn’t a mistake. Rather, Google had finally begun its long-talked-about phase-out of third-party cookies.
In case the billions of articles about the sunsetting of cookies have passed you by, here’s a quick explainer. Third-party cookies are pieces of data stored on your browser by websites. Cookies are used by advertisers and analytics services to track your online behaviour across different sites, allowing them to deliver targeted ads or gather information about your browsing habits.
Google’s trial of 1 per cent of users is a significant move and marks a pivotal moment in digital marketing. It’s the beginning of the end for third-party cookies, a mission that is set to be complete by the end of 2024.
It matters what Google does and the reason can be summed up in two words: market dominance.
Chrome has almost 65 per cent of list of mexico cell phone numbers the global web browser market share. In other words, more than 6 out of every 10 people use Google Chrome. By comparison, the next largest share belongs to Apple’s Safari with less than 20 per cent share.
Understanding the ramifications of this change on your advertising strategies, particularly in the context of retargeting ads, is crucial.
Let’s dissect these developments and highlight essential considerations in this evolving landscape.
How will this affect your advertising strategy?
Google’s decision underscores a clear challenge: the reliance on third-party cookies for retargeting ads is becoming increasingly untenable. Historically, cookies have been fundamental in gaining insights into user behaviour and preferences.
While this may seem daunting, it presents an opportunity to re-evaluate and refine your strategy to align with the current digital environment.