Back on January 14, 2020 – before the pandemic began – an entirely different change to the world as we know it was announced. Chrome, Google’s cross-platform web browser, announced that it would render all third-party cookies obsolete by 2023. Although the majority of digital marketers weren’t exactly surprised by this announcement, it has major ramifications for the ad/MarTech industry.
What purpose do third-party cookies serve?
With third-party cookies crumbling, marketers and advertisers alike are being forced to adapt their strategies in order to stay relevant. But what does the phasing out of third-party cookies really mean? On HubSpot.com, Pamela Bump explains that it will provide much greater privacy for consumers. Marketers will no longer have access to identifying pieces of information that have helped them build targeted ads for their customers for so long.
“Third-party cookies are tracking codes that are placed on a web visitor’s computer after being generated by another website other than your own,” Bump explains, “If you’re an advertiser, third-party cookie data allows you to learn about your web visitor’s overall online behaviour, such as websites they frequently visit, purchases, and interests they’ve shown on various websites.”
First-party cookies – why are they important now more than ever?
There’s no better time to develop to a first-party data strategy. First-party cookies are generated by the host’s domain and are positioned to remember language settings, passwords, and other basic preferences set by the visitor.
Bump notes that, “With first-party cookies, you can learn about what a user did while visiting your website, see how often they visit it, and gain other basic analytics that can help you develop or automate an effective marketing strategy around them.”
Many users are insisting upon more control over how their data is used for online advertising. First-party cookies have many useful functions that enhance the user experience without pushing the boundaries of their privacy. To stay ahead of the curve, businesses must start prioritizing and leveraging the collection of first-party data.
Why is having your own customer database so important?
First-party cookies won’t be affected by the cookie apocalypse. So how can you maximize this data? With Taliup Express’ commission-free online ordering system, business owners get set up with their own mobile app and website. All of the information obtained from the orders that customers make belongs to the business itself.
By relying less on third-party delivery apps, and having more ownership over their online ordering, business owners will be able to collect, manage and control their customer data and create marketing strategies that will not be affected by the phasing out of third-party cookies.
We can help!
At Taliup Express, we’re excited to offer business owners a fantastic new way to take advantage of ownable customer data and reduce the impact of the forthcoming third-party cookie apocalypse. Are you ready to launch an online ordering system for your business through your own branded website and mobile app? To learn all about it, book a demo with Taliup Express today!