2. Adapting to the cookieless era
Posted: Sun Feb 16, 2025 9:53 am
Throughout 2021, this topic has taken over the discussions of the digital market: the end of the era of third-party cookies . The biggest impact was made at the time of the announcement of this measure by Google Chrome, but Apple and other browsers are also following this line.
It was still January 2020 when Google announced that this data would no longer be available to companies , in a gradual process that would end in 2022. This year, Google has already announced that this process will be extended until 2023, giving more time to discuss the best solutions.
But do you know why this measure affects Digital Marketing ?
Third-party cookies are what underpin the free Internet model we have today. Companies like Google and Facebook use user data to offer it to advertisers, so they can better understand their consumers and target and personalize their marketing and advertising strategies.
Google and other major players in the digital market are concerned about user privacy . Scandals such as Cambridge Analytica have raised concerns about the protection of personal data, which could end up being misused.
It is also in this context that personal data ghana phone number list protection laws emerge, such as the General Data Protection Law in Mexico . The new legislation came into force in 2016 and required public and private agents to adapt to define their data privacy policies and practices.
2022 is therefore likely to be the year of many debates on how to overcome the end of third-party cookies and work with user data in a secure and transparent manner.
From now on, marketers should focus on collecting first-party data , i.e. data they collect themselves directly from users.
According to Deloitte research , 61% of high-growth companies are shifting to a primary data strategy.
Building close, direct relationships with consumers is probably the best way to navigate a “cookieless future,” although the market still has a lot to discuss on this topic in 2022.
It was still January 2020 when Google announced that this data would no longer be available to companies , in a gradual process that would end in 2022. This year, Google has already announced that this process will be extended until 2023, giving more time to discuss the best solutions.
But do you know why this measure affects Digital Marketing ?
Third-party cookies are what underpin the free Internet model we have today. Companies like Google and Facebook use user data to offer it to advertisers, so they can better understand their consumers and target and personalize their marketing and advertising strategies.
Google and other major players in the digital market are concerned about user privacy . Scandals such as Cambridge Analytica have raised concerns about the protection of personal data, which could end up being misused.
It is also in this context that personal data ghana phone number list protection laws emerge, such as the General Data Protection Law in Mexico . The new legislation came into force in 2016 and required public and private agents to adapt to define their data privacy policies and practices.
2022 is therefore likely to be the year of many debates on how to overcome the end of third-party cookies and work with user data in a secure and transparent manner.
From now on, marketers should focus on collecting first-party data , i.e. data they collect themselves directly from users.
According to Deloitte research , 61% of high-growth companies are shifting to a primary data strategy.
Building close, direct relationships with consumers is probably the best way to navigate a “cookieless future,” although the market still has a lot to discuss on this topic in 2022.