Commercial message: With increasing emphasis on protecting user privacy and data security, Internet browser developers around the world are taking a radical step: gradual end of support cookthird party ies. Until now, these have been crucial for the proper functioning of advertising and analytical tools. This significant shift has significant implications for both users and the online marketing industry. So how to prepare for the new form of internet privacy protection?
What are they? cookies of third parties and why does it end?
CookThird-party cookies are small data files that websites place on users' devices to track their online behavior across different websites. These cookies have long been a fundamental tool for targeted advertising and analytics data collection. However, due to privacy and security concerns, these practices are increasingly under scrutiny from the public and regulators.
For example, internet browsers Safari, Mozilla Microsoft Edge already cookies do not support third-party tools. The most widely used Google tool worldwide Chrome will end with support cookies of third parties during 2024.
How toonec cookies exactly affect website users?
We have all experienced how, after visiting an e-shop, we are accompanied by products viewed across the internet. This “user-driven” process is caused by files cookies". With this, to some extent, there will beonec. Users will have increased privacy and security, while the ability to track online behavior will be limited.
For a future without cookies is also preparing an e-shop green-manicure.cz. “we expect that there will be some data outage. But at the same time it is true that cook"Third-party ies are no longer supported by several browsers. So we have no excessive concerns. On the contrary, I believe that advertising systems will once again find new ways to at least roughly identify customers and serve them relevant advertising content as part of marketing and remarketing," says Jana Neuwirthová, manager of an e-shop with cosmetics.
As marketers’ access to detailed data about user behavior across websites is limited, personalized advertising is likely to decline. In addition, the need for active user consent will increase, resulting in more frequent requests for first-party consent to store data. cookies or with other forms of tracking.
How toonec cookWill ies affect e-shop and website owners?
For e-shop owners, it represents a gradual end of support cookThird-party analytics will face a daunting challenge. It will be more difficult for them to accurately target ads and measure the effectiveness of marketing campaigns, prompting a need to move to alternative data collection methods. E-shop solution Upgates recommends several basic steps that can help compensate for data loss. The first is uploading a list of existing customers to advertising systems. This can give their algorithms a better idea of who your customers are. Another way is to motivate customers more to create a customer account. If they log in to their account, advertising tools can obtain the necessary data. Above all, for the proper functioning of the Google Ads advertising tool Upgates recommends using so-called extended conversions, which also help to better identify the customer.
Snooping and exploiting everyone and everywhere is a nasty STB thing…