No more “third party” cookies, do we review what this means and what changes are users and advertisers going to see?
To get into context we have to put ourselves in the situation and, as you already know, cookies are those tracking codes that are installed on your computer when you visit a website after being generated on another page that is not yours. When a user visits your website and any other, third-party cookies track that information and send it to the third party that created the cookie and which is usually an advertising platform. At this point is where everything will change.
This identifier is of great help for brands and advertisers because it serves to know the behavior of their audience, their interests and their purchases, among many other things. So it really serves to personalize advertising and impact who may really be interested in our content.
So what does it mean for third-party cookies to disappear?
In January 2020 Google announced its plans to phase out support for third-party cookies in Chrome within two years. That is, within a few months the main browsers such as Chrome, Firefox or Safari will have blocked the use of third-party cookies .
This is not the only novelty that has been announced within the cookieless environment. Apple has already launched its iOs 14.5 operating system. This update alerts the user every time they open an app that cookies are being used to track user interests. It is you who decides if you give him permission to track you or not.
So, as an advertiser, what are the main downsides to this change?
Not adapting to these changes and not putting a solution to this new environment means:
- Stop being able to measure user actions
- Losing visibility on conversions and other interactions
- Not being able to generate audiences for your campaigns
Do not panic!
Although it seems like too drastic a change for the digital advertising ecosystem (which it is), from the first moment we have put ourselves to work in adglow to find the solution and the tools to this novelty .
How Adglow can help you in these new circumstances
As a Facebook Marketing Partner, we have spent several months preparing solutions that are tailored to the needs of each advertiser and that cover all aspects related to this change in the measurement paradigm at the hands of Facebook’s engineering team.
Thanks to our own technological development, we generate added value to standard solutions and guarantee proven results in our clients’ processes.
Adglow is a market leader and this allows us to have a global knowledge of the new environment, with expert and trained teams used to changing these processes.
If I don’t start working on this now, what can happen?
On the one hand, you will have losses but it is also that you will not have profits. We explain it to you broken down:
- You will stop knowing which Facebook users have browsed my page
- You will not be able to generate inclusion or exclusion audiences
- You will stop seeing conversions
- You will not be able to optimize your conversion campaigns
- You will not know the ROAS of your campaign
Benefits you won’t get:
- You would no longer be limited by pixel blockers
- You would be the owner of all the data generated with the traffic to your website
- You could use this data for your own cross channel purposes
Reload by adglow: five solutions for this paradigm shift
Reload by Adglow is the service we have created so that you do not have to be overwhelmed with the subject and so that you leave the solution to all this change in the hands of the experts. We leave you at the end of this post a contact form as a first step to help you adapt to the cookieless world .
“It is not the strongest species that survives, nor the most intelligent, but the one that responds best to change”