Google decided this week that it will not eliminate third-party cookies on all websites by 2025 unless the website has a compliant consent banner. Instead, all Chrome users will be able to choose whether or not to allow third-party cookies on a browser-wide basis. This will make it easier to use the web, and you can change your choice later if you wish.
What should you know?
"User Choice" or the browser-wide ability to manage cookies is expected to reduce third-party cookie signals, which we as marketers can use, by 70-80%.
As a result of the loss of these signals, users will see less personalized ads.
You should still continue to ask users of your website for their consent to use third-party cookies, as this is transparent and builds trust, and Chrome is not the only web browser whose users we need to consider.
In addition, this allows you to send information about consent to Google services, allowing them to use machine learning to improve both data and service quality.
Since the future of third-party cookies is uncertain, it is worthwhile to start collecting important data directly to the client's server today, so that all the necessary information does not disappear at some point.
If you have any questions, please contact us: digital@mediahouse.ee.
