Cookies
Marketing
A Future Without Cookies
Cookies
Marketing
WRITTEN BY
Updated on: April 18th, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
4 Minute read
Third-party cookies are the secret detectors of your browsing activities. They are used to gather the interest of the users and hence it helps the business to show personalized ads to their customers according to their browsing habits and interests sometimes even without the user’s consent.
They are present on over 80% of the top 1,000 websites. This indicates the widespread use of these cookies for tracking users across the web.
But now as people become extra aware of their privacy, there’s a big controversy in the air regarding third-party cookies. They have been criticized for their secret tracking practice without any transparency. Moreover, lately, the world witnessed issues of data breaches, ad fraud, and proliferation due to third-party cookies.
The Rise of Privacy-Focused Technologies
With the rise of privacy concerns, while browsing, there’s an immerge in technology to protect people’s online security. And for that few browsing extensions take place. There are many ad blockers like Ghostry and Privacy Badger that not only block online ads but also prevent your browsing from getting tracked from these cookies without your permission.
As concerns over online privacy continue to grow, privacy-focused browser features and extensions are gaining popularity, offering users more control over their online data. Furthermore, extensions like uBlock Origin and Adlock instantly inform you if you’re getting scanned by any hidden third-party cookie at any website you visit. They’ll immediately block those websites and ensure to keep your browsing private and secure.
The Tech Giants Stand on Third-Party Cookie Controversy
As online privacy issues give rise to conflicts around third-party cookies. Concerns over internet privacy have helped big tech companies reevaluate the use of third-party cookies in recent years. For instance, to reduce third-party cookie monitoring, Apple's Safari browser implemented Intelligent monitoring Prevention (ITP) in 2017.
Similar to this, Mozilla's Firefox added Enhanced Tracking Protection (ETP) in 2019, which by default blocks cookies from third parties. Both businesses place a strong emphasis on consumer privacy and keep improving their offerings.
In 2020, Google declared that it will gradually stop supporting third-party cookies. Google started the transition to a cookieless future on January 4th, 2024, by removing third-party cookies for 1% of Chrome users. This is a major advancement in internet privacy protection and impacts around 30 million people worldwide.
Furthermore, governments worldwide are taking online privacy protection more seriously. Legislation similar to the CCPA in California and the GDPR in Europe is being made. These guidelines are designed to regulate how businesses gather and use personal internet data.
The Impacts of Cookieless Future
The Transition into a cookieless future promises big changes in online advertising and data handling. Here's what you can expect:
The users then have better control over the privacy of their online data. and hence the digital world will be more transparent and trustworthy.
As the marketers then won’t have much knowledge about interests while browsing, it’ll eventually stop them from making those super-targeted and tailor-made ads for you.
The data analyzers will then have to give a makeover to the tools they’re using to analyze data as they won’t be able to track the website visit and make personalized ads.
The first-party cookie data will become a big part of data analysis.
Social media platforms like TikTok and Instagram will become even more important for reaching people and learning about their interests.
7 Ways to Prepare Your Business For a Cookieless Future
Preparing your business for a cookieless future requires strategic planning and adaptation to changing digital marketing landscapes. Here are some steps to consider:
Start reviewing your data collection practices by focusing more on first-party data directly from your website or app through an opt-in mechanism.
Make strategies that encourage users to tell their preferences willingly and transparently.
Contextual targeting is a better option for your advertising strategy since it bases ad delivery on the content of the website rather than the actions of specific users.
Look at other tracking mechanisms, like advertising IDs, IP addresses, and device IDs.
Obtain explicit consent from users before collecting their information so that the users can build trust in your brand.
Analyze attribution methods that give engagement measurements and direct interactions over cross-site tracking.
Invest in other marketing channels like email marketing, social media advertising, influencer partnerships, and content marketing.
We Believe in Future Proof Marketing
Accepting the cookieless future might feel overwhelming, but it's also a chance to prioritize meaningful connections with your audience while honoring their privacy. By staying updated on industry shifts, experimenting with alternative targeting approaches, and incorporating privacy-centric tools, you can confidently adapt to the evolving landscape and excel in a cookie-free world.
At FOR® Agency, we help businesses craft, articulate and consistently follow brand experiences that value consumer rights and concerns while ensuring they're future proof. Let's work together to create smart strategies that align with your goals.
Cookies
Marketing
A Future Without Cookies
Cookies
Marketing
WRITTEN BY
Updated on: April 18th, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
4 Minute read
Third-party cookies are the secret detectors of your browsing activities. They are used to gather the interest of the users and hence it helps the business to show personalized ads to their customers according to their browsing habits and interests sometimes even without the user’s consent.
They are present on over 80% of the top 1,000 websites. This indicates the widespread use of these cookies for tracking users across the web.
But now as people become extra aware of their privacy, there’s a big controversy in the air regarding third-party cookies. They have been criticized for their secret tracking practice without any transparency. Moreover, lately, the world witnessed issues of data breaches, ad fraud, and proliferation due to third-party cookies.
The Rise of Privacy-Focused Technologies
With the rise of privacy concerns, while browsing, there’s an immerge in technology to protect people’s online security. And for that few browsing extensions take place. There are many ad blockers like Ghostry and Privacy Badger that not only block online ads but also prevent your browsing from getting tracked from these cookies without your permission.
As concerns over online privacy continue to grow, privacy-focused browser features and extensions are gaining popularity, offering users more control over their online data. Furthermore, extensions like uBlock Origin and Adlock instantly inform you if you’re getting scanned by any hidden third-party cookie at any website you visit. They’ll immediately block those websites and ensure to keep your browsing private and secure.
The Tech Giants Stand on Third-Party Cookie Controversy
As online privacy issues give rise to conflicts around third-party cookies. Concerns over internet privacy have helped big tech companies reevaluate the use of third-party cookies in recent years. For instance, to reduce third-party cookie monitoring, Apple's Safari browser implemented Intelligent monitoring Prevention (ITP) in 2017.
Similar to this, Mozilla's Firefox added Enhanced Tracking Protection (ETP) in 2019, which by default blocks cookies from third parties. Both businesses place a strong emphasis on consumer privacy and keep improving their offerings.
In 2020, Google declared that it will gradually stop supporting third-party cookies. Google started the transition to a cookieless future on January 4th, 2024, by removing third-party cookies for 1% of Chrome users. This is a major advancement in internet privacy protection and impacts around 30 million people worldwide.
Furthermore, governments worldwide are taking online privacy protection more seriously. Legislation similar to the CCPA in California and the GDPR in Europe is being made. These guidelines are designed to regulate how businesses gather and use personal internet data.
The Impacts of Cookieless Future
The Transition into a cookieless future promises big changes in online advertising and data handling. Here's what you can expect:
The users then have better control over the privacy of their online data. and hence the digital world will be more transparent and trustworthy.
As the marketers then won’t have much knowledge about interests while browsing, it’ll eventually stop them from making those super-targeted and tailor-made ads for you.
The data analyzers will then have to give a makeover to the tools they’re using to analyze data as they won’t be able to track the website visit and make personalized ads.
The first-party cookie data will become a big part of data analysis.
Social media platforms like TikTok and Instagram will become even more important for reaching people and learning about their interests.
7 Ways to Prepare Your Business For a Cookieless Future
Preparing your business for a cookieless future requires strategic planning and adaptation to changing digital marketing landscapes. Here are some steps to consider:
Start reviewing your data collection practices by focusing more on first-party data directly from your website or app through an opt-in mechanism.
Make strategies that encourage users to tell their preferences willingly and transparently.
Contextual targeting is a better option for your advertising strategy since it bases ad delivery on the content of the website rather than the actions of specific users.
Look at other tracking mechanisms, like advertising IDs, IP addresses, and device IDs.
Obtain explicit consent from users before collecting their information so that the users can build trust in your brand.
Analyze attribution methods that give engagement measurements and direct interactions over cross-site tracking.
Invest in other marketing channels like email marketing, social media advertising, influencer partnerships, and content marketing.
We Believe in Future Proof Marketing
Accepting the cookieless future might feel overwhelming, but it's also a chance to prioritize meaningful connections with your audience while honoring their privacy. By staying updated on industry shifts, experimenting with alternative targeting approaches, and incorporating privacy-centric tools, you can confidently adapt to the evolving landscape and excel in a cookie-free world.
At FOR® Agency, we help businesses craft, articulate and consistently follow brand experiences that value consumer rights and concerns while ensuring they're future proof. Let's work together to create smart strategies that align with your goals.
Cookies
Marketing
A Future Without Cookies
Cookies
Marketing
WRITTEN BY
Updated on: April 18th, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
4 Minute read
Third-party cookies are the secret detectors of your browsing activities. They are used to gather the interest of the users and hence it helps the business to show personalized ads to their customers according to their browsing habits and interests sometimes even without the user’s consent.
They are present on over 80% of the top 1,000 websites. This indicates the widespread use of these cookies for tracking users across the web.
But now as people become extra aware of their privacy, there’s a big controversy in the air regarding third-party cookies. They have been criticized for their secret tracking practice without any transparency. Moreover, lately, the world witnessed issues of data breaches, ad fraud, and proliferation due to third-party cookies.
The Rise of Privacy-Focused Technologies
With the rise of privacy concerns, while browsing, there’s an immerge in technology to protect people’s online security. And for that few browsing extensions take place. There are many ad blockers like Ghostry and Privacy Badger that not only block online ads but also prevent your browsing from getting tracked from these cookies without your permission.
As concerns over online privacy continue to grow, privacy-focused browser features and extensions are gaining popularity, offering users more control over their online data. Furthermore, extensions like uBlock Origin and Adlock instantly inform you if you’re getting scanned by any hidden third-party cookie at any website you visit. They’ll immediately block those websites and ensure to keep your browsing private and secure.
The Tech Giants Stand on Third-Party Cookie Controversy
As online privacy issues give rise to conflicts around third-party cookies. Concerns over internet privacy have helped big tech companies reevaluate the use of third-party cookies in recent years. For instance, to reduce third-party cookie monitoring, Apple's Safari browser implemented Intelligent monitoring Prevention (ITP) in 2017.
Similar to this, Mozilla's Firefox added Enhanced Tracking Protection (ETP) in 2019, which by default blocks cookies from third parties. Both businesses place a strong emphasis on consumer privacy and keep improving their offerings.
In 2020, Google declared that it will gradually stop supporting third-party cookies. Google started the transition to a cookieless future on January 4th, 2024, by removing third-party cookies for 1% of Chrome users. This is a major advancement in internet privacy protection and impacts around 30 million people worldwide.
Furthermore, governments worldwide are taking online privacy protection more seriously. Legislation similar to the CCPA in California and the GDPR in Europe is being made. These guidelines are designed to regulate how businesses gather and use personal internet data.
The Impacts of Cookieless Future
The Transition into a cookieless future promises big changes in online advertising and data handling. Here's what you can expect:
The users then have better control over the privacy of their online data. and hence the digital world will be more transparent and trustworthy.
As the marketers then won’t have much knowledge about interests while browsing, it’ll eventually stop them from making those super-targeted and tailor-made ads for you.
The data analyzers will then have to give a makeover to the tools they’re using to analyze data as they won’t be able to track the website visit and make personalized ads.
The first-party cookie data will become a big part of data analysis.
Social media platforms like TikTok and Instagram will become even more important for reaching people and learning about their interests.
7 Ways to Prepare Your Business For a Cookieless Future
Preparing your business for a cookieless future requires strategic planning and adaptation to changing digital marketing landscapes. Here are some steps to consider:
Start reviewing your data collection practices by focusing more on first-party data directly from your website or app through an opt-in mechanism.
Make strategies that encourage users to tell their preferences willingly and transparently.
Contextual targeting is a better option for your advertising strategy since it bases ad delivery on the content of the website rather than the actions of specific users.
Look at other tracking mechanisms, like advertising IDs, IP addresses, and device IDs.
Obtain explicit consent from users before collecting their information so that the users can build trust in your brand.
Analyze attribution methods that give engagement measurements and direct interactions over cross-site tracking.
Invest in other marketing channels like email marketing, social media advertising, influencer partnerships, and content marketing.
We Believe in Future Proof Marketing
Accepting the cookieless future might feel overwhelming, but it's also a chance to prioritize meaningful connections with your audience while honoring their privacy. By staying updated on industry shifts, experimenting with alternative targeting approaches, and incorporating privacy-centric tools, you can confidently adapt to the evolving landscape and excel in a cookie-free world.
At FOR® Agency, we help businesses craft, articulate and consistently follow brand experiences that value consumer rights and concerns while ensuring they're future proof. Let's work together to create smart strategies that align with your goals.
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Copyright © 2024 FOR®
FOR® Growth
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FOR® Studio
Work with us
Click to copy
work@for.co
Copyright © 2024 FOR®
FOR® Growth
FOR® Digital
FOR® Brand
FOR® Studio
Work with us
Click to copy
work@for.co
Copyright © 2024 FOR®