Man, I've been waiting to use this title for a long, long time!
What are Third-Party Cookies?
Third-party cookies have been a vital tool for advertisers and websites for years. These cookies are used to track users, gather data, and help advertisers provide more targeted ads to the right people. However, many consumers feel that data tracking is an invasion of privacy, and the increasing trend towards data privacy has led to the sunsetting of third-party cookies.
In 2024, Google plans to eliminate third-party cookies on Google Chrome, the world's most popular browser, with a 68% market share. This move will make it harder for advertisers to get their ads in front of the right audience and almost impossible to retarget users. First-party cookies, on the other hand, will not be affected. These cookies are set by the website that the visitor is on and include preferences such as dark mode and shopping carts.
How Will It Impact Marketers?
This change will have a significant impact on advertisers and marketers, as there will be a new focus on gathering as much first-party data as possible. The emphasis will be on email newsletters and other data-gathering promotions, and creating useful, authentic content that people will want to interact with and share.
Large websites with massive datasets will still benefit from first-party cookies. For example, Facebook has a lot of first-party data because people provide them with every bit of information about who they are and what they like. This means that advertising on the platform will still be an easy way to reach people. However, it won't be possible to retarget people who visited your website on Facebook.
This is going to be a significant change that will impact the world of online advertising and marketing. However, it also provides an opportunity for you to focus on gathering more first-party data and creating authentic, useful content that people will want to interact with and share.
Fuzz Martin 0:00
Good Morning Podcasters! Your browser is about to go on a diet. Let's talk about how the lack of third party cookies in Chrome is going to affect your ability to market your podcast.
Fuzz Martin 0:15
Thank you for tuning into Good Morning Podcasters. By the way, the phrase tuning in is the audio equivalent of saying your let me videotape this. My name is Fuzz Martin. And this is a show about marketing, advertising, public relations and social media topics all as they relate to podcasting. Today, I'm going to talk about the sunsetting of third party cookies and how that will affect marketing your podcast. What are third party cookies. third party cookies are cookies that are set by a Website Other than the one you're on. So for example, if you're on, let's say, bestbuy.com. And Facebook sets a cookie in your browser from Best Buy's website, that Facebook cookie would be an example of a third party cookie, it's a third party, it's not Best Buy, it's somebody else.
Fuzz Martin 1:05
For many years third party cookies have been used by websites to track users gathered data help advertisers provide more targeted ads to the right people. If you think about sometimes you're being tracked all around and seeing that ad for that pair of shoes that you're looking at on Zappos? Well, that's an example of cookies at work. They've helped websites with conversion tracking by determining which ad platform a user came from and whether or not they completed a sale. There are all sorts of benefits of third party cookies to advertisers. But many consumers feel that this data tracking is an invasion of privacy. And it might be and with there being a lot of trends toward data privacy and legislation on that, including GDPR and the CCPA.
Fuzz Martin 1:53
Google has decided to do away with third party cookies on Google Chrome sometime in 2024. Chrome, by the way, is the number one browser in the world with 68% of the market share. Safari, which is in second place with 18% of the market share already blocks third party cookies by default, as does Firefox from Mozilla.
Fuzz Martin 2:15
Google's ban on third party cookies does not affect first party cookies, though first party cookies are those set by the website that the visitor is on. So for example, if you set dark mode on certain websites, or have some sort of other preferences for language or size of font, things like that, that will be done with first party cookies. Same with shopping carts and other examples. Again, first party is when the website you're on sets their own cookies. And that will not be affected by Google's third party cookie ban in Chrome.
Fuzz Martin 2:50
So what does this mean to you as a podcaster, it means that you're going to have a harder time getting your ads in front of the right audience. And it'll be almost impossible to retarget users on different websites. And I say you because large sites with really big datasets are actually going to have a lot of benefit from first party cookies and be able to do more than more smaller websites will be able to, for example, Facebook has a lot of first party data, people give them pretty much every bit of information about who they are and what they like. So advertising on the Facebook platform is still going to be really easy to reach different groups of audiences, but you likely won't be able to do things like retarget people who visited your website on Facebook, okay, so if they, if they go to your website, and then leave, you won't be able to necessarily serve them ads based on that visit while they're on Facebook. This also means for you there's going to be a new focus on gathering as much first party data as you can as an advertiser or marketer, you'll have to rely more on things like your email, newsletter and other data gathering promotions in order to get information on your users and help advertise to them better.
Fuzz Martin 4:00
As always, creating useful authentic content will be the best way to get people to interact with your podcast and share information that can be used for marketing to them, and hopefully their friends.
Fuzz Martin 4:11
All in all, this is a big one for privacy, but it will make your job marketing more difficult. And it will make the big guys have more power, while the little guys have fewer tools to compete, but sometimes that's the way of the world.
Fuzz Martin 4:28
That'll do it for Good Morning. Podcasters Thank you for listening. If you enjoyed the show, please hit the Follow button in your podcast player. You can listen to the entire back catalogue of Good Morning Podcasters at goodmorningpod.com new episodes on Mondays Wednesdays and Thursdays and with that. I will talk to you tomorrow. Right here on Good Morning Podcasters