“Google announced delaying the phase-out of third-party cookies on Chrome until 2024, an ~ one-year extension from its initial plan reports Business Insider”
This is not the first delay in phasing out cookies from Google. It is Google’s second delay after delaying the deprecation of third-party cookies in June 2021 from early 2022. A recent blog post from Google explained the delay, they are allowing “more time to evaluate and test the new Privacy Sandbox technologies” that will serve as alternatives to third-party cookies in the future.
Understanding The Purpose of Third-Party Cookies in Marketing
First-party cookies (essential cookies)
These cookies gather information on users’ online habits. From browsing to buying this snippet of code attaches to a user’s browser when visiting a website to save a user’s overall habits.
Some examples of first-party cookies are usernames, passwords and language preferences which in turn make it easier for the user to navigate the site. First-party cookies when used correctly, should create a more personalized experience and the ability to target your desired audience.
Third-party cookies are set by domains that are not visited by the user. Websites will allow elements from third parties on their websites in the form of ads, chatbots or plugins.
An example would be a user looking online for a new fridge. They browsed a few sites doing research during the week then decided to wait on the purchase. A few days later websites they visit that have nothing to do with appliances now have ads for refrigerators. The reason is third-party cookies. A third-party cookie was stored and is using the information to send targeted advertisements.
What does this mean for Marketers?
Now with the phasing out of third-party cookie collection from Google, some marketers that have relied heavily on PPC campaigns are turning to alternatives and in some cases the alternatives have yet to be realized.
Most businesses have other staples or standard efforts within their playbook, such as; retargeting through social, email marketing and 3rd party publications for SEO and conversion strategies. Bython Media has specialized in Content Syndication, Demand Generation and Account Based Marketing for well over a decade. We know many B2B businesses have had these strategies in their playbook for years, some with great success and others with limited success, but with all things it depends on the implementation and structured processes that may or may not be in place.
Our services and creative assets have always been delivered and backed with high converting leads, creating the needed conversions and ROI for our clients. However, with or without a new “Cookieless” world, Bython Media has taken our services to the next level, utilizing our new custom built AI technology called Byonic, our clients now have insights on their leads and data that most businesses can only dream of.
If you are looking for alternative options in your marketing strategy and ready to increase the strength of your pipeline, we would love to hear from you!