With the announcement of 2022 as when Google will phase out the third-party cookie, we're now all aware that inevitable changes are coming to the online advertising industry & Co.
To be frank, third-party cookies have outlived their lifecycle. And as with all big structural changes we first scramble to understand and deal with the inevitable changes it means for us. But an increasing demand for privacy safe interactions online is a given.
“Users are demanding greater privacy - including transparency, choice and control over how their data is used - and it’s clear the web ecosystem needs to evolve to meet these increasing demands.”
- Justin Schuh, director of Chrome Engineering at Google
It's important to stress that third-party cookies are used for many kinds of (privacy safe) interactions between platforms. Meaning, we must reflect on and find new ways to work with transparent data models, and leave the old school of tracking personal data via cookies.
No cookie apocalypse
The big post-cookie apocalyptic chaos is called off though, but the trend is crystal clear: Google is also working to detect and mitigate covert tracking and workarounds by launching new anti-fingerprinting measures.
Look for 1. party data tool
The race to find ways to thrive in a post-cookie ad-world is on!