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Google is an absolute giant in the web industry, controlling 86.86% of the entire search engine market as of July 2020, according to Statista. As a result, their business moves have massive impacts across nearly every industry, which is why their efforts to secure a more private web by rendering third-party cookies obsolete is so important for businesses, and especially marketers, to understand.
In January 2020, Justin Schuh, Director of Chrome Engineering, announced in a blog post Google’s intention to phase out third-party cookies in Chrome within two years, saying, “After initial dialogue with the web community, we are confident that with continued iteration and feedback, privacy-preserving and open standard mechanisms like the Privacy Sandbox can sustain a healthy, ad-supported web in a way that will render third-party cookies obsolete.”
This decision stems from consumers’ increasing demand for more privacy and control in how their data is used and ultimately strives towards creating a more trustworthy web overall.
Third-party cookies essentially give permission to any website, not just the one you are currently on, to track your activity. The loss of this third-party data will effectively change the way businesses target consumers, making first-party data, or data collected directly from your audience, a priority in the marketing industry. In fact, according to Marketing Dive, 88% of marketers say collecting first-party data is a priority in 2021, and 52% said that their companies have prioritized digital strategies with the goal of collecting more first-party data.
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