{"id":87837,"date":"2022-08-11T17:34:08","date_gmt":"2022-08-11T17:34:08","guid":{"rendered":"https:\/\/rockcontent.com\/?p=87837"},"modified":"2025-09-18T22:22:41","modified_gmt":"2025-09-19T01:22:41","slug":"google-postpone-third-party-cookies","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/google-postpone-third-party-cookies\/","title":{"rendered":"Google Gives Third-Party Cookies Another Year. Is It Safe To Also Postpone Your Worries?"},"content":{"rendered":"<p><a href=\"https:\/\/www.techrepublic.com\/article\/third-party-cookies-are-going-away-what-advertisers-marketers-and-consumers-should-know\/\" target=\"_blank\" rel=\"noreferrer noopener\">In September 2021<\/a>, Google announced the deprecation of third-party cookies in Chrome by 2023. But, plans changed, and they are delaying the deprecation by another year, aiming to start phasing them out in 2025.\u00a0\u00a0<\/p>\n<p>When Google first announced these changes, marketers were a little insecure and uncertain about the end of the third-party cookies. How could digital and paid strategies possibly work without data?&nbsp;<\/p>\n<p>The good news is that you\u2019ll have more time to calmly measure the consequences of these changes on your digital strategy, and be prepared when the time comes. But, even with that, it\u2019s time to create some tactics for you to be in a better position when it comes.<\/p>\n<p>I\u2019ll go deeper into that.<\/p>\n<p><script src=\"https:\/\/ionfiles.scribblecdn.net\/scripts\/ionizer-1.3.min.js\" data-ion-embed-hash=\"eyJ1cmwiOiIvL2ludGVyYWN0aXZlLnJvY2tjb250ZW50LmNvbS90aGViZWF0LWJhbm5lcj9faW9uX3RhcmdldD1lbWJlZC0xLjAiLCJpZCI6Il9pb25faW9uaXplcl8xNjQzMzkxMzYyMzY3IiwiYXBwZW5kUXVlcnkiOmZhbHNlfQ==\"><\/script><\/p>\n<h2 class=\"wp-block-heading\">What Are Third-party Cookies?<\/h2>\n<p>First things first, it is important to understand what third-party cookies are, so you can measure the impact on your strategy and be prepared to embrace these changes.&nbsp;<\/p>\n<p>Remember when you\u2019re navigating through the internet, and then the same ad keeps showing up, even when you\u2019re on a completely different website? Well, this is due to the third-party cookies.&nbsp;<\/p>\n<p>Basically, <a href=\"https:\/\/pingback.com\/en\/resources\/first-second-third-party-data\/\" target=\"_blank\" rel=\"noreferrer noopener\">third-party cookies<\/a> are all the information provided by open data providers that register and share statistics about the behavior, habits, and preferences of customers, from different purchasing channels.<\/p>\n<p><a href=\"https:\/\/cookie-script.com\/all-you-need-to-know-about-third-party-cookies.html\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads<\/a>, for example, is an advertising service that uses this kind of technology to monitor and track user behavior, and with this information, they are able to target advertising about the same product on different websites.\u00a0<\/p>\n<p>Third-party cookies are used for three main proposes:<\/p>\n<ul class=\"wp-block-list\">\n<li>Cross-site tracking: collecting browsing data from different websites.<\/li>\n<li>Retargeting: the name already said it, but is basically retargeting visitors with ads based on their previous searches on the website.&nbsp;<\/li>\n<li>Ad-serving: making strategic decisions based on customer insights and ad performance. For example, when and where ads were served on the website?&nbsp;<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\">What Motivated Google\u2019s Decision?&nbsp;<\/h2>\n<p>Well, third-party cookies can divide opinions. Can this kind of technology be useful for users? In some way, I think, yes. They help to create a better user experience when we talk about advertising because in some way you\u2019ll receive a personalized ad based on your current interests and behavior. Could be helpful, right?&nbsp;<\/p>\n<p>But, it is very important to mention the word \u201cprivacy\u201d when we talk about third-party cookies. We must not forget that we live in the <a href=\"https:\/\/pingback.com\/en\/resources\/gdpr\/\" target=\"_blank\" rel=\"noreferrer noopener\">GDPR era<\/a>, and we can\u2019t deny that these cookies go against the grain in this case. After all, websites use cookies to retain user information, and, increasingly, customers are demanding more transparency regarding the usage of their personal data.\u00a0<\/p>\n<p>So, since this is an important matter regarding customer privacy, it is also important for Google. Recently, <a href=\"https:\/\/www.zdnet.com\/article\/google-io-new-privacy-and-security-features-include-virtual-credit-cards-account-safety-status\/\" target=\"_blank\" rel=\"noreferrer noopener\">during Google I\/O<\/a> (a programmer conference organized annually by Google in San Francisco, California), the company reinforced its commitment to improving privacy and security protection for its users.<\/p>\n<p>It\u2019s funny\u2014well, sometimes frustrating\u2014how ads can feel a little too accurate. You spend ten minutes looking at sneakers, and suddenly, it\u2019s sneaker city everywhere you browse. While this tight targeting seems nifty, it\u2019s also what fired up all these privacy debates in the first place. One person\u2019s convenience is another\u2019s digital tailgating. Even if you\u2019re not hiding anything, it\u2019s a weird feeling to know the web has that kind of memory about you.<\/p>\n<p>There\u2019s also the not-so-small matter of regulatory pressure creeping up on big tech. Governments, especially in the EU, have been tightening the screws on companies for years now about the way they handle user info. Look at the fines Meta and others have faced in the last few years\u2014nobody\u2019s immune if they slip up. Google, being such a dominant force, has almost no room for error; they need to read the room on privacy if they want regulators off their backs in 2025 and beyond.<\/p>\n<h2 class=\"wp-block-heading\">How Could You, As A Marketer, Be Prepared For The End Of Third-party Cookies?<\/h2>\n<p>You still have time to be prepared, and this is great. But it is time to start making some important decisions and drawing up your digital strategy without the dependency on third-party cookies and connect directly with your prospects and customers&nbsp;<\/p>\n<p>If you are here seeking ideas, here it goes!&nbsp;<\/p>\n<ul class=\"wp-block-list\">\n<li>Maybe it\u2019s a good moment to start investing in different ways to collect data. <a href=\"https:\/\/pingback.com\/en\/resources\/what-is-interactive-content\/\" target=\"_blank\" rel=\"noreferrer noopener\">Interactive Content<\/a>, for example, can help you to provide an interactive and useful experience for users in exchange for some information. <strong>Collecting data can be a two-way street,<\/strong> benefiting you and your customer!\u00a0<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li><strong>First-party data is still an option for you<\/strong> and can help with valuable information collected directly by your company. You will own this data and can establish your own parameters and metrics to be collected and analyzed. But, it\u2019s important to be responsible with this data anyway, huh?! You still owe transparency to your customer regarding data usage.&nbsp;<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li>Last, but not least, we have the old (but gold!) <a href=\"https:\/\/pingback.com\/en\/resources\/email-marketing-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing<\/a>. This is still an important channel to start conversations with your customers and build a relationship with them. Also, when used in the right way, it also can provide you with great data and insights.\u00a0<\/li>\n<\/ul>\n<p>I hope this helps you to start building your strategy with your own source of data-collecting. It can be scary to imagine your digital strategy without third-party cookies by your side, I know. But I promise this is not the end of the world!&nbsp;<\/p>\n<p>At the end of the day, your customer wants to receive real and valuable information from you, no matter where, no matter how. So, build your strategy around your customer&#8217;s actual needs, and I\u2019m sure it will be successful.<\/p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In September 2021, Google announced the deprecation of third-party cookies in Chrome by 2023. But, plans changed, and they are delaying the deprecation by another year, aiming to start phasing them out in 2025.\u00a0\u00a0 When Google first announced these changes, marketers were a little insecure and uncertain about the end of the third-party cookies. How [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":87838,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,122],"tags":[],"class_list":["post-87837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-everybody-writes","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Gives Third-Party Cookies Another Year. Is It Safe To Also Postpone Your Worries?<\/title>\n<meta name=\"description\" content=\"Google is giving more time to the third-party cookies, planning to phase them out only in 2024. 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