Chrome Abandons Third-Party Cookies – Features and Consequences

Contents:
What Will Change?
Influences and Changes

This refusal won’t happen from today. Developers suggest coming up with other solutions. The planned change of cookie policy is set for 2022. This was announced by company representatives on January 14 during a conference. Essentially, there is a complete refusal of third-party cookies, specifically changing the application order of the 3rd party cookies technology. Some solutions, particularly adtech, accompany the usage of the aforementioned technology, so significant changes will occur in the information world.

What Will Change?

Nothing foreshadowed trouble until the advent of Privacy Sandbox. Thanks to it, changes related to user data protection occur. The developer wants to create comfortable working conditions, taking into account the interests of advertisers and user protection. By the way, creators of advertising always want to know what internet users are doing and what sites they visit.
A complete change of 3rd party cookies technology and the search for alternatives will take several years. Google company representatives said they will find solutions that enhance user privacy, but at the same time won’t harm advertising technologies and standards.
Adtech solution creators and advertisers need to ponder how they will use alternative solutions. There is still time for this action!

Influences and Changes

At the end of 2021, testing without 3rd party cookies technology will take place. Specialists want to check clicks and conversions without applying the aforementioned solution. Additionally, scenarios will be applied for comparing actions without 3rd party cookies and using standard methods.
In Admixer, they write that advertising campaigns’ metrics will be significantly changed, and no one will see their previous form anymore. Interim results will not be available, and conversion quality is analyzed only by the final click. Coverage and frequency might remain unchanged even if 1st party data, IP address, or any identification option is applied.
Advertising campaigns will be forced to apply new user identification standards or use premium inventory from a limited number of publishers. For example, in Ukraine, around 30% of users are unidentified. Global indicators for 2020 are 45%, although this figure is expected to grow by another 10%.
With the application of smartphones and tablets, identification simplifies significantly because cookies are not used in this case. There are no differences between the mobile and desktop options when developing an advertising campaign. Another advantage of the mobile campaign is that indicators from targeting, mobile apps, and geolocation are applied.