By now, you’ve probably heard the news that internet cookies are on their way out -- cookie depreciation is the technical term. Cookies have long been a mainstay of internet marketing, but they’re presenting privacy concerns that big tech companies like Google and Apple can no longer ignore.
Depending on how your marketing is set up, third-party cookie depreciation could seriously impact how you track and interact with customers online. Although the process has been slower than many anticipated marketers and merchants need to prepare for when cookies finally crumble.
What Is Cookie Deprecation?
For many years, tracking cookies or third-party cookies have been used to support personalization in online advertising. When a user visits a website, advertisers on that site may place cookies on the user’s device to track the user as they move across the internet. This allows advertisers to show personalized ads for products and services the visitor is likely to be interested in.
But in the last decade or so, some have begun to see this type of tracking as a threat to user privacy. In response, some web browsers began to deprecate cookies. Safari started cracking down on cookies in 2017. By 2020, they’d announced a full ban on third-party cookies. In 2022, Firefox followed suit.
These moves caused some distress in the marketing world, but nothing like the panic that hit when Google announced that it too would stop supporting third-party cookies by Q3 of 2024. Although this didn’t go quite as planned (more on that in a minute), the reasons behind the change were the same for all of the major search engines.
Why Is Cookie Deprecation Happening?
Two major forces have pushed web browsers and other tech companies to reconsider how they track users across websites.
- Privacy concerns: Data privacy has become a major issue for consumers and governments. In one survey 80% of adults said they were concerned about their data. These attitudes have led to a push for greater transparency and more control over how data is used.
- Regulatory changes: Governments are taking notice of consumer fears and creating privacy laws like GDPR (in Europe) and CCPA (in California) that have changed how businesses can collect and store personal data. These laws are far-reaching, both because they impact any business that may serve someone in those areas, and because other regions are taking notice and enacting similar laws.
As a result, major web browsers are under pressure to limit third-party cookie usage or otherwise enhance user privacy. These changes directly impact businesses and marketing efforts.
How Cookie Deprecation Impacts Businesses
Third-party cookies have traditionally been the main way that businesses deliver personalized ads to consumers. The information contained in cookies allowed them to show advertising to consumers who were most likely to be responsive to it. This saved money and reduced consumer frustration by delivering meaningful ads. Without third-party cookies, advertisers may need to take a more scattershot approach, placing ads where their target audience is likely to see them. More consumers may end up frustrated by irrelevant ads.
Retargeting also becomes more difficult without cookies. Retargeting ads attempt to bring back users who already showed interest in products. Without cookies, it will be much harder to tell who those people are and how to reach them.
Because cookies track consumers across platforms, they make it easier for marketers to measure the success of a campaign. Even if a consumer didn’t buy the first time around, advertisers can see the path that led to purchase. Without third-party cookies, that information may be lost.
In short, third-party cookie depreciation changes how you’ll track users, target ads, and optimize marketing campaigns. Unless you make some thoughtful adjustments, you may see diminished ad performance and wasted ad spend.
It’s also a signal that consumers care about their privacy. Adopting first-party data solutions can help you build trust with your audience and help your marketing thrive even after cookies disappear for good.
Now for the Good News: Why You Don’t Have to Panic
Although Google originally planned to depreciate cookies by Q3 of 2024, that timeline has been delayed several times. The search engine announced a new plan in July which would “elevate user choice” by allowing people to decide if and how cookies would be used. Google’s Privacy Sandbox offers new tools that allow advertisers to deliver personalized ads while respecting privacy concerns. Third-party cookies remain in place while they test and refine this tool.
In addition, first-party data and contextual advertising are helping merchants get their messages to the right people. Contextual advertising places ads based on surrounding content and expected audience rather than relying on audience behavior. Meanwhile, first-party data is the data you collect directly on your website with permission from users.
First-party data is the key to advertising success in a post-cookie world. At Launch Labs, we’ve designed a solution that maintains the highest standards of consumer privacy, while also collecting the first-party data you need to serve personalized, relevant ads to website visitors. Ignite by Launch Labs is a friction-free technology that invites users to share their location, then begins a process of audience identification to automatically present customized offers and content.
How to Prepare for the Post-Cookie World
The final deprecation of 3rd party cookies is coming, even if it’s a little slower than originally planned. Today, forward-thinking businesses are investing in first-party data strategies, like Ignite by Launch Labs, to deliver personalized experiences without third-party cookies.
With the right tools, 3rd party cookie deprecation starts looking less like a threat to marketers, and more like an opportunity. This may be the push your business needs to take ownership of your data and explore new first-party empowered marketing opportunities.
Learn how to plan and implement your first-party data strategy so you can prioritize user privacy, improve data-collection, and stay competitive in a post-cookie world.
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Third Party Cookie Depreciation Is Coming. Should Your Business Care?
By now, you’ve probably heard the news that internet cookies are on their way out -- cookie depreciation is the technical term. Cookies have long been a mainstay of internet marketing, but they’re presenting privacy concerns that big tech companies like Google and Apple can no longer ignore.
Depending on how your marketing is set up, third-party cookie depreciation could seriously impact how you track and interact with customers online. Although the process has been slower than many anticipated marketers and merchants need to prepare for when cookies finally crumble.
What Is Cookie Deprecation?
For many years, tracking cookies or third-party cookies have been used to support personalization in online advertising. When a user visits a website, advertisers on that site may place cookies on the user’s device to track the user as they move across the internet. This allows advertisers to show personalized ads for products and services the visitor is likely to be interested in.
But in the last decade or so, some have begun to see this type of tracking as a threat to user privacy. In response, some web browsers began to deprecate cookies. Safari started cracking down on cookies in 2017. By 2020, they’d announced a full ban on third-party cookies. In 2022, Firefox followed suit.
These moves caused some distress in the marketing world, but nothing like the panic that hit when Google announced that it too would stop supporting third-party cookies by Q3 of 2024. Although this didn’t go quite as planned (more on that in a minute), the reasons behind the change were the same for all of the major search engines.
Why Is Cookie Deprecation Happening?
Two major forces have pushed web browsers and other tech companies to reconsider how they track users across websites.
- Privacy concerns: Data privacy has become a major issue for consumers and governments. In one survey 80% of adults said they were concerned about their data. These attitudes have led to a push for greater transparency and more control over how data is used.
- Regulatory changes: Governments are taking notice of consumer fears and creating privacy laws like GDPR (in Europe) and CCPA (in California) that have changed how businesses can collect and store personal data. These laws are far-reaching, both because they impact any business that may serve someone in those areas, and because other regions are taking notice and enacting similar laws.
As a result, major web browsers are under pressure to limit third-party cookie usage or otherwise enhance user privacy. These changes directly impact businesses and marketing efforts.
How Cookie Deprecation Impacts Businesses
Third-party cookies have traditionally been the main way that businesses deliver personalized ads to consumers. The information contained in cookies allowed them to show advertising to consumers who were most likely to be responsive to it. This saved money and reduced consumer frustration by delivering meaningful ads. Without third-party cookies, advertisers may need to take a more scattershot approach, placing ads where their target audience is likely to see them. More consumers may end up frustrated by irrelevant ads.
Retargeting also becomes more difficult without cookies. Retargeting ads attempt to bring back users who already showed interest in products. Without cookies, it will be much harder to tell who those people are and how to reach them.
Because cookies track consumers across platforms, they make it easier for marketers to measure the success of a campaign. Even if a consumer didn’t buy the first time around, advertisers can see the path that led to purchase. Without third-party cookies, that information may be lost.
In short, third-party cookie depreciation changes how you’ll track users, target ads, and optimize marketing campaigns. Unless you make some thoughtful adjustments, you may see diminished ad performance and wasted ad spend.
It’s also a signal that consumers care about their privacy. Adopting first-party data solutions can help you build trust with your audience and help your marketing thrive even after cookies disappear for good.
Now for the Good News: Why You Don’t Have to Panic
Although Google originally planned to depreciate cookies by Q3 of 2024, that timeline has been delayed several times. The search engine announced a new plan in July which would “elevate user choice” by allowing people to decide if and how cookies would be used. Google’s Privacy Sandbox offers new tools that allow advertisers to deliver personalized ads while respecting privacy concerns. Third-party cookies remain in place while they test and refine this tool.
In addition, first-party data and contextual advertising are helping merchants get their messages to the right people. Contextual advertising places ads based on surrounding content and expected audience rather than relying on audience behavior. Meanwhile, first-party data is the data you collect directly on your website with permission from users.
First-party data is the key to advertising success in a post-cookie world. At Launch Labs, we’ve designed a solution that maintains the highest standards of consumer privacy, while also collecting the first-party data you need to serve personalized, relevant ads to website visitors. Ignite by Launch Labs is a friction-free technology that invites users to share their location, then begins a process of audience identification to automatically present customized offers and content.
How to Prepare for the Post-Cookie World
The final deprecation of 3rd party cookies is coming, even if it’s a little slower than originally planned. Today, forward-thinking businesses are investing in first-party data strategies, like Ignite by Launch Labs, to deliver personalized experiences without third-party cookies.
With the right tools, 3rd party cookie deprecation starts looking less like a threat to marketers, and more like an opportunity. This may be the push your business needs to take ownership of your data and explore new first-party empowered marketing opportunities.
Learn how to plan and implement your first-party data strategy so you can prioritize user privacy, improve data-collection, and stay competitive in a post-cookie world.
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