What To Do Now That Google Has Gone Back on 3rd Party Cookie Privacy Promsie
Struggling to acquire new customers at scale? Learn more about how we've helped brands just like yours. Click here.
In our opinion, nothing should change.
Remember, Safari and Firefox have been without 3rd party cookies since 2020. From that point onwards, hopefully you have been determining ways of collecting more 1st party data from these users in order to continue to see as much online behaviours as possible.
1st Party Cookies.
The only way to ensure that you have the full picture of all your website visitors and their behaviours is through the collection and analysis of 1st party cookies.
You may already have lots of 1st party data to draw from within your CRM and the activity of your existing customer base - especially if they are logging in to browse and purchase.
The most comprehensive way is through a 1st party server side tracking solution. And we have a whole video series explaining how you can go away and implement this yourself. Check out all the episodes here.
Google's Privacy Sandbox.
So what exactly is Google doing in the meantime? It has been developing its own "Privacy Sandbox". The initiative aims to allow users the privacy they are craving whilst still being able to give businesses the data that they are accustomed to.
But much like any other Google product, the details are shrouded in secrecy bringing on scrutiny from the CMA and other regulatory bodies.
User's Privacy Expectations.
We now live in the age of privacy. User's expect to be given the option to opt out of everything. For some it will even influence their decision to browse; so we cannot underestimate how important it is for brands and marketers to still continue to develop their data and privacy strategy.
If you need support with your data strategy or would like to check that you 1st party solution is implemented correctly, leave your details below and one of our experts will get back to you!
