The impact of the disappearance of third-party cookies

Internet users are increasingly concerned about their privacy and the use of their personal data. Web browsers like Google have therefore decided to abolish third-party cookies to go along with the stricter regulations on the subject. As the future of targeting and tracking becomes uncertain, it is relevant to look at the alternatives that could prove to be effective.

What is a third-party cookie?

Third-party cookies are tools that allow marketers on other sites to track and understand the paths of users on a targeted site. The goal is to take advantage of this personal information for retargeting and targeted advertising.  

With detailed, in-depth analytics, operators are able to see the paths taken by consumers to determine their lifestyle and buying behavior. Ads can then be set in the right place at the right time, greatly increasing the likelihood of conversion and purchase.  

What is the future of third-party cookies? 

Users are increasingly concerned about their privacy and how their personal information is used and disclosed. Going hand in hand with this trend, several stricter regulations have been put in place in recent years such as the General Data Protection Regulation in 2016.   

Already abolished by some web browsers, Google announced in 2020 that it will follow this trend by eliminating third-party cookies by 2022. Cookies are therefore bound to disappear leaving a certain sense of uncertainty and instability among digital marketers regarding tracking and ad targeting.