The End of Cookies is not the End of the World

By Tânia Videira. Published on April 23rd, 2021

The end of cookies in browsers: what changes? 

With the increasingly sharp debate on data protection and digital privacy, it was already expected that this time would come. Even some browsers, such as Safari (second largest browser) and Firefox (third), had already ended third party cookies. However, the end of cookies only became a real threat when Google announced that in 2022 it would stop supporting them in its browser Chrome, an undeniable market leader.

And when that happens, it will be impossible to do audience targeting and frequency capping on 99% of internet users. According to the IAB, publishers (sites with content where advertisers invest to have their ads) could lose up to 1 O billion USD when third party cookies are disabled, as they will lose advertising personalization options. Publishers could lose 50-70% of their revenue (Google data) if they don't redesign their approach to ad and data management by 2022.

What is a Cookie?  

It is a piece of code that is stored in users' browsers and collects data and preferences from users in their online experience. There are several types of cookies, but the most important for this question is first and third-party cookies.

FIRST PARTY COOKIES: These are stored directly by the website (or domain) that the user is visiting. They only exist to improve the user experience when browsing within the site (and only that site) being visited. Things as useful as not having to always introduce username and password, are only possible thanks to first-party cookies.   

THIRD-PARTY COOKIES: are also placed in the user's computer, but generated by a different website from the one we are visiting. When visiting a website, these third-party cookies track and gather information about the user and send it to a third entity that is not always sure which one. Third-party cookies have always been great allies of advertisers and marketers because they are the ones responsible for obtaining information about the online user's behaviour: which sites he visits, how often, at what time of the day. Only with these cookies, it is possible to deliver targeted ads, which advertisers seek so much to meet their target audience, and with the end of cookies, it will no longer be possible to obtain.

So, what is the solution?  

The truth is that there is still no single, universal solution that will provide a direct answer to the end of third party cookies. However, there is something you can do now to minimize this impact: invest in first-party data - proprietary databases. This will be the solution. Focus on data management and automation of marketing processes through a specific marketing automation platform, which leads to a reduction in media investments and, consequently, a decrease in the cost of acquisition.  

YDigital Media is prepared for this new challenge. We have a worldwide team of marketing automation specialists ready to work on these strategies in search of the best results, with minimal investment.   If you are wondering, how to ensure that your marketing strategies achieve the desired results and reach a new level of relationship with your customers, do not wait for the end of cookies in 2022. Start creating and developing your databases now. We have the solution, customized to your needs, whatever the moment you are on this journey: looking for a marketing automation platform, implementing your solution or already with a platform in place.