Can the World be Cookieless?

According to Google’s declaration that it will no longer support third-party cookies on its Chrome browser by the end of 2023, the phrase “Cookieless World” depicts the future of cookies. The choice made by Google, the most popular browser, will have an impact on the majority of websites and marketing initiatives.

Third-party cookies will no longer be used due to consumers’ growing awareness of the amount of data businesses are gathering about them and their need for privacy choices.

What does Cookieless Mean?

The concept of a cookieless world is best appreciated when three different tiers of participants in this significant ecological transition are considered.

The consumers are in the bottom tier. Different intrusive digital marketing practices, such as aggressive promotion and useless targeting, always have irritated consumers. However, in the past, they were powerless to take any action. Companies have started taking consumer expectations into account while creating customer experiences due to realizing consumers’ dissatisfaction.

How will a Future Cookieless affect the websites?

The purpose of third-party cookies and other tracking technologies is to store user information anonymously. Ad tech does, however, offer the chance to run and measure highly targeted ads due to access to enormous datasets.

Unfortunately, processing of third-party data and ad data on websites will decrease in a cookie-less world in:

  • Extend
  • Availability
  • Quality
  • Quantity

How should you get ready for the demise of third-party cookies??

For websites to be ready to minimize any disruption to performance tracking and income by the end of 2023, cookieless solutions must be planned, tested, and optimized immediately.

How will a Cookieless future affect the market?

There are several distinct tasks that marketers must complete. They guide customers through many phases of their connection with a brand, including brand discovery, engagement, conversion, and the development of a long-lasting bond between the brand and the customer. Marketers rely on cookies to identify these anonymous visitors when they explore a website, engage with digital advertising, and come back to the page.

Although marketers have previously dealt with technology changes, this one is particularly disruptive because it affects the steps before a user converts from a prospect to a customer.

Conclusion

Although consumers don’t necessarily want cookies to disappear, they want their privacy concerns to be taken into account, and there will be some significant changes. The most considerable modifications will be made to third-party cookies, affecting personalization and use cases for new client acquisition.