Joshua Dreller, Director, Content Marketing @ Kenshoo
Browser cookies were originally meant to be a mechanism to aid the user experience while surfing the Internet. One common example is when a website’s cookies remember who you are so you don’t have to log in every time you visit. Another example is how YouTube remembers your last volume setting. While first-party cookies set and read by the website a user visits are generally seen as appropriate, there’s been a lot of discussion over the last decade on the fair use of third-party cookies, which are set by sites which the user may not have ever visited.
Over time, the advertising industry found numerous uses for third-party cookies, including tracking and targeting users across the web. However, consumers began to react negatively to these practices and this sentiment manifested itself in public policies such as GDPR and CCPA.
In the recent January 2020 blog post, Building a more private web: A path towards making third party cookies obsolete, Google announced it will “phase out support for third-party cookies in Chrome” within the next two years.
While popular browsers such as Safari and Firefox had already placed some restrictions on third-party cookies, together they represented just 22% of browser usage. This limited, but didn’t fully kill, marketers’ reliance on third-party cookies. However, because Chrome is the most popular browser with 64% of web usage, advertisers now must find a new way forward.
While the ramifications of consumer data privacy laws have certainly been a hot topic in digital advertising for years, Google’s announcement now pushes this issue front and center for all marketers, who must begin looking for alternative ways to maintain campaign performance without third-party cookies.
As part of our ongoing Ask the Experts video series, we sat down with Kenshoo’s Chief Product Officer, Zvika Goldstein, to hear his take on how technology vendors might be able to soften the blow and help marketers navigate through a new, cookieless world.
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