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No cookies? What does that mean?

If you’ve been paying any attention to marketing news, you may have caught on that a hot topic right now is Google announcing they will phase out the use of third-party cookies on their Chrome browser by some time in 2022. This announcement has caused a flurry of false ideas of what the future of digital advertising will look like and sent some companies into a panic mode over how they will adjust.

Before you follow suit, let us assure you it isn’t the end of digital advertising as you know it. Some things will change, yes, but it won’t blow your digital strategy to pieces. You have time yet to plan and adapt with MDA’s help to ensure your digital strategy weathers this change.

The key to avoiding the fear of change is in the announcement from Google themselves - phasing out of third-party cookies. Third-party cookies are the ones created by domains other than the one you are currently visiting. They are placed on the site you’re currently viewing and their goal is to learn about your online behavior and habits on that website. They are a key element of cross-device tracking and profile mapping.

What isn’t being phased out are first-party cookies. The cookies placed on the website you’re actively viewing to learn about your behavior on that site, remember your preferences, and give you an overall better online experience. Those cookies will remain intact after 2022.

So it’s really not a cookieless future - more of a less cookies future.

That’s great, but how will it impact me?

With the phasing out of third-party cookies, digital advertising strategies will pivot to rely more heavily on first party data you already are collecting or have access to. First-party cookies are the ones you place on your own site and help create a customized experience for your audience. The data you collect there is still yours to use. It also includes information you have stored on customers through a CRM or similar database. That first party data is what will allow you to continue advertising to your customers and serving them ads relevant to their unique position in the customer journey.

You can work with MDA to further optimize your website to the benefit of both your customer and yourself for collecting that first-party data. Beyond just a lead capture form, you can build out your website with resources and tools to capture your audiences and help you learn exactly where they might be in their buying process so you can reach out to them at the exact right moment.

If you’re interested in learning more, reach out to us today at sales@mydigitaladv.com