June 8, 2020

The End of the Cookie: Part 1

In January google announced that they are going to phase out third party cookies in the next two years. This created quite a buzz but what does it actually mean and what should you do?  

Cookies were one of this first major web advertising break throughs, invented in 1994 for Netscape. Using cookies have become integral to most companies online marketing strategies. How do cookies work? There are two types of cookies. First and third-party cookies. Cookies work by creating a bread crumb (or cookie crumb) trail of your activity through a web page. First party cookies only have access to your activity on their website. Third party cookies are not tied to one website and instead track peoples trail through the internet. Marketer use both to figure out their audience and retarget them.

Seeing accept cookie notifications are commonplace. Why? Recent legislation has changed some internet privacy laws that accept cookies. Which is one reason that google is phasing them out. Safari and Firefox already have. Google Chrome however makes up more than 56% of web traffic. Google makes most of its revenue from advertisers. Online advertising was a 57.9-billion-dollar industry in the first half of 2019 and that number is expected to grow exponentially. Google has to be careful not to disrupt that industry to much while adapting to greater privacy demands.

There is not a concrete answer to what is going to fill the cookie void yet. Check out part two of this article to see some of the possibilities for a post cookie world.


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