The disappearance of third-party cookies in the digital marketing landscape is not a bolt from the blue. Consumer privacy was already tightend in 2018 by the GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) legislation. Then, in 2021, Apple introducd anti-tracking options. After Apple, tech giant Google also announce the end of third-party cookies on Chrome in 2021. Thunderclaps are coming faster and faster and everyone knows what that means: a cookie-free world is approaching faster and faster. The final phase-out of tracking and profiling techniques will take place in the autumn of 2023. What does the future of digital marketing look like?
The function of third-party cookies
Third-party cookies are currently collecte by third-party vendors and. Placed to track and identify users across different sites. How does this work? When (potential) consumers visit websites. The third-party cookie keeps track of information and forwards it to, for example, the advertiser who creatd the cookie. Online Canadian CFO Email Database behavior is mappe on the basis of this cookie data, such as the interests that are shown on different sites and the ultimate. Purchasing behavior. Visitor profiles are built on the basis of this data. Subsequently, retargeting lists can be developd to send (unsolicitd) personalize advertisements to visitors or people with similar profiles.
One of the biggest concerns of consumers is the resale and sharing of data between data marts and ad vendors. And that is exactly the function of third-party cookies.
Consumer data awareness
Consumers are taking digital privacy more and more seriously and trust organizations less and less when it comes to monitoring online activity and personal data. Young consumers who have grown up in a digital world are the most aware consumer group. For example, our research shows that half (50%) of Generation Z maintain control over their personal data by, for example, regularly deleting their search history or cookies.