The end of an era: what to do after the death of third party cookies

Third party cookies

Third party cookies have been used for years by businesses to track website visitors, enhance user experience, and gather information that enables them to deliver adverts to the appropriate audiences.

There are essentially two types of cookies – first-party and third-party

Technically speaking, there is no significant distinction between the two categories of cookies; they both have the same informational content and are capable of carrying out the same tasks. However, how they are made and then used, which frequently relies on the context, is where the true distinction lies.

First-party cookies are kept on your computer by the website you are currently visiting. They enable website administrators to gather analytics information, remember language preferences, and carry out other helpful tasks that contribute to a positive user experience. Cookies from websites other than the one you are now viewing directly are known as third-party cookies. And here is the trick, because these third party cookies are used by advertisers in creating scenarios you are very familiar with. Let’s say you visit an online book store and check out J. R. Moehringer memoir, The Tender Bar. After that, you go on paying some bills and shopping for your pet’s food, but you continue to see ads with The Tender Bar. These ads are made by the use of third party cookies and are vital to all online advertisers. 

Google's efforts to phase out the third-party cookie

However, Google's efforts to phase out the third-party cookie on Chrome browsers by 2024 may significantly alter how we use cookies and Google ad-tracking tools. Industry experts expect no less than a revolution. According to HubSpot’s research data: 41% of marketers believe their biggest challenge will be their inability to track the right data, 44% of marketers predict a need to increase their spending by 5% to 25% in order to reach the same goals as before third party cookies extinction and 23% of marketing experts plan on investing in email marketing software due to Google’s new policy.

HubSpot - the solution

In these circumstances a viable plan becomes imperative. But don’t panic, because we’ve got you covered. HubSpot has partnered with Google to help you enhance your marketing efforts. By choosing a HubSpot marketing CRM you get an integrated solution that helps you: generate audiences, create personalized ads, analyze and report which ads perform best, report which keywords perform, link online and offline conversions to get comprehensive reports, automate lead nurturing processes and make lead transition from marketing to sales. 

A complete online advertising process that does not affect users' personal data. The HubSpot CRM will help you stop struggling to justify your paid advertising, and start understanding which ads actually work. In this way, you can fulfill your marketing efforts and don’t lose any sleep over the third party cookies’ life end.

Topics: HubSpot

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