Within the next 12-15 months, third-party cookies will retire across digital marketing channels.
Savvy advertisers know they need to begin developing a game plan for the cookieless future, but what will happen to those who don’t adapt to these changes?
Above all, marketers will suffer from signal loss, which will negatively impact how we measure campaign performance, optimize campaigns over time, create audiences for ad distribution and drive growth within our digital channels.
The industry sea change with the lion’s share of attention is the retirement of third-party cookies in Google Chrome.
Sure, other browsers, including Microsoft Edge, Apple Safari and Mozilla Firefox, have previously restricted third-party cookies. Chrome is more monumental simply because of its market share.
SimilarWeb recently released a study that showed Chrome was the world’s most popular browser with 62% of web traffic.
To recap from my previous article, Google Chrome will retire third-party tracking cookies around Q3 2023. That is an approximate timeframe for this monumental change, but it gives us a target to make sure that our digital marketing campaigns will be ready.
This might sound like the distant future, but many of the measurement solutions needed to replace the functionality of third-party cookies could require significant time and effort from development teams.
This type of support usually requires a few cycles to be prioritized on project roadmaps.