How Google’s Cookie Update Will Affect You

Every year, companies are finding it more challenging to track their website data due to the increasingly strict privacy rules enforced by conglomerates such as Google and Apple. For example, we have seen Apple make significant changes to iOS over multiple updates that limit third-party cookie tracking through Safari and provide users with the ability to enable or disable app tracking. Now, Google is introducing its own version of this feature through Google Chrome, which is expected to affect about 60% of web users. In this article, we will discuss how Google’s Cookie update will affect web users and businesses.

Why is Google Updating their Cookie Policy?

Recently, there has been an increasing alarm about the usage of third-party cookies acting as ‘user surveillance’. These cookies track and monitor every online activity of a user, which raises serious concerns about privacy violations. However, with the upcoming changes in web and data privacy policies, there is a chance for a significant shift in how we perceive and handle personal data online. This change represents a turning point in the history of web privacy, with the potential to create a safer and more secure online environment for everyone.

How will Google’s Cookie Update Affect Marketers?

Starting in March, Google’s new cookie policy will pose challenges for those using Google Ads or Meta Ads, particularly with remarketing and audience-based campaigns. These campaigns rely heavily on cookie signals; however, this data will no longer be available, rendering these strategies useless. So, how do advertisers overcome this?

Contextual Targeting – Consider placing ads based on webpage themes/content instead of tracking individuals. You will still be able to reach relevant audiences while still respecting user privacy rules.

First-Party Data – Utilise first-party data from sources such as Google Analytics, email marketing lists, and social media to manage your campaigns without relying on third-party data.

Social media platforms like Instagram and LinkedIn will use their own data, which they collect through user profiles, engagement, and browsing behaviour. Although this data may not be as comprehensive as the data that third-party cookies provide, advertisers will still be able to target their ads with a good level of detail.

If you are running any email marketing campaigns, you may be concerned about the implications of this change. Even though you will no longer have access to third-party cookie data, you can still effectively utilise your own first-party cookies and data.

You can tailor your email sign-up lists to gather more data from your customers and learn about their habits regarding opening and engaging with your emails. Investing in online surveys, forms, and newsletters can also provide further insights into your customers’ behaviour.

How will Google’s Cookie Update Affect Web Users?

With the absence of third party cookies, users will likely see fewer relevant ads and will not be tracked by ads. This doesn’t mean that all ads will disappear. Instead, you can still expect to see relevant ads which take into account your privacy and control. Ad networks such as Google and Meta will adapt by utilising contextual targeting and user interests inferred from browsing behaviour to serve ads rather than solely relying on third-party cookies.

Also, the over-reliance on third-party cookies has created vulnerabilities for hackers and malicious software to exploit. Blocking third-party cookies by default further restricts these hackers, making the web more secure for users.

Final Thoughts

Google’s update to its cookie policy is bound to bring a sea of changes for both web users and marketers. Users can look forward to a more private and secure browsing experience, free from the pervasive tracking previously made possible by third-party cookies. However, this move also ensures a shift for businesses and advertisers, who must now innovate and adapt to maintain important data to optimise their campaigns to be effective on their audience. For more information about Google’s Cookies update click here and if you need assistance updating your website’s third-party cookie policy, contact Odyssey New Media’s website development professionals.

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