Google’s Chrome browser will be depreciating third-party cookies as of January 2022. This means that cookies that track you around the internet won’t work in the future.
While this is a fundamental blow to targeted ads, we will still be able to see anonymized data in some tools as well as server-side analytics to see how many hits you are receiving.
For many this will be a relief, as you’ll stop seeing the sometimes spooky remarketing and targeted ads which follow you around online.
The personally identifiable information will be removed and the associations between sites will as well. So, if you’re looking for a new wardrobe, you won’t suddenly see every wardrobe manufacturer and seller bidding for your click.
If you were to join a cat-centric group on Facebook, you very well might see an increase in cat-based adverts as you browse. This kind of behavior will be ending along with the crumbs the cookies are leaving for digital marketing agencies like us to follow.
The interim period is vital to ensure that you collect the data that you need to complete your future marketing efforts.
Current levels of information let you segment your audiences by various degrees, including age, sex, interests, etc. This data won’t suddenly become illegal or unable to be used, so you can concentrate on getting as much information as possible now.
There will be new ways to focus marketing efforts, such as creating content to gin first-party data, using previous purchases etc. So this isn’t the end, just a new challenge!