The move away from third-party cookies is said to help ensure ads are relevant and minimize the data shared with websites — but the specifics are still a little up in the air. As the 2022 deadline fast approaches, there are still a lot of unanswered questions.
While many will agree that the shift away from third-party cookies was inevitable, others will be very aware of the implications the change will have for the digital advertising landscape.
So, what exactly does the phase-out of third-party cookies mean for B2B companies? And, what can you do to ensure you’re as prepared for the change as soon as possible?
Let’s take it back to basics. First-party cookies are created by your company’s site to help track user behavior and create a better user experience for visitors. This includes remembering usernames, passwords and your language preferences. Even in 2022, these will be considered vital, and aren’t going anywhere.
It’s third-party cookies we’ll all be saying goodbye to. These are set by websites to help track user behavior for advertising purposes.
The phasing out of third-party cookies means profiles created by these cookies will include less accurate information about users. This is what has the B2B sales and marketing industry concerned. By limiting the information available, many will be spending more to access an audience that, by all accounts, may be less relevant than their current targeting setup.
