Why The “Cookie-pocalypse”?
Implications for the demise of third-party data
With the upcoming “cookie-pocalypse” and disappearance of 3rd party data collection, marketers need to evolve if they want to continue learning about their customers and build meaningful, personalized relationships.
The best way to do that is through zero-party data collection and permission-based marketing.
If you’re new to the phrase “cookie-pocalypse”, keep reading. We’ll break down what’s happening to third-party cookies and why changes are needed in your marketing strategy sooner, rather than later.
What's the “Cookie-pocalypse"?
The term “cookie-pocalypse” has recently gained popularity in response to significant changes in the way user data is collected and used for digital marketing. It refers to the impending demise of third-party cookies due to growing online privacy concerns and increased use of user ad-blockers.
Third-party cookies are small pieces of code that track user behaviors across websites and help brands build user profiles for more targeted advertising. However, several factors have converged to hasten the decline of third-party cookies.
Why the “Cookie-pocalypse” matters?
The “cookie-pocalypse” comes amid growing concern about how people’s personal data is collected and used, something governments worldwide are responding to with stricter data protection laws. Some of these laws include the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States. These regulations restrict the use of third-party cookies and mandate user consent for data collection.
Major web browsers like Google Chrome, Mozilla Firefox, and Apple Safari have either phased out support for third-party cookies or have announced plans to do so in the near future. This significantly reduces marketers' ability to track users' online activities without their explicit consent. Hence, the need to pivot toward a customer-centric, permission-based approach that relies on zero-party data collection.
The increasing popularity of ad-blockers (like the one available via iOS17) is another challenge for advertisers. These tools often block third-party cookies and limit tracking capabilities.
Given these changes, it’s more critical than ever for marketers to adapt their strategies, especially through zero-party data collection and permission-based marketing. The "cookie-pocalypse" may pose challenges, but it also presents an opportunity for marketers to enhance the quality of their data, strengthen their customer relationships, and create more ethical and effective marketing campaigns. Adapting to this new era of digital marketing will be essential for long-term success in the industry.