The world of online advertising is at a historic turning point: starting in 2024. Barring a new extension, Google Chrome will no longer support third-party cookies .
Better protection of user privacy, less data and tracking and profiling information for. Advertisers: the Mountain View giant has taken the path already taken by Safari, Mozilla and Microsoft, which have long chosen to prevent unique identification of their users.
The news has been making the cayman islands phone number data rounds on the internet since 2021, between official communications and extended deadlines, and although the reasons for this continuous postponement of the deadline are not officially known, the apocalypse of third-party cookies is already written.
The proverbial “ Cookiegeddon ,” as many have dubbed it, is only postponed: some of online advertising as we know it is doomed to fade away forever.
The decline of third-party cookies: but why is it so impactful?
Google’s news about the end of third-party cookies has literally shaken the world of online advertising, given that Chrome, according to a study published by Statista in 2021, is to date, with more than 65% of users, the most used browser in the world.
But why are third-party cookies so relevant?
Technically, third-party cookies the main component included. are define as those set and graft from domains other than the one the user is browsing .
- Remarketing campaigns
- Programmatic advertising campaigns
- Defining attribution models phone number vi for evaluating returns on investment.
As one can easily guess, the end of third-party cookies. Is forcing the world of online advertising to review its models and that of. AD Tech to find new solutions capable of circumventing tracking by cookies, also with a view to greater protection of user privacy.
Following the entry into force of the. GDPR and the moves of major players such as Google, it will no longer be possible to carry out. Sdvanced profiling activities to support advertising campaigns