Third-party cookies are small text files sav in a web browser by third-party websites to track a user’s online activity. They have been an important part of digital marketing for years, allowing brands to track and target users bas on their online behavior. However, third-party cookies are being phas out due to regulations imposing new privacy limits, such as the LGPD and GDPR.
Browsers are now blocking third-party cookies by default, making it much denmark email list 2 million contact leads harder for companies to collect anonymous user data. This represents a major shift in digital marketing , as third-party cookies have long been the foundation for personalization, audience segmentation, and more. Companies will ne to find new ways to understand their audiences and deliver personaliz experiences.
The history of third-party cookies
Third-party cookies emerg in the late 1990s, when companies began using the web for marketing and advertising. Before that, cookies were primarily us for basic functionality like user authentication and personalization.
In the beginning, third-party cookies were plac by advertising networks top agency metrics & kpis you should track and analytics providers to track users across websites and understand their browsing habits. They allow advertisers to better target their ads and measure the performance of their campaigns.
Some of the first companies to use third-party cookies were DoubleClick (now part of Google Ads ) and Nielsen. These companies collect data through cookies and pixels to create anonymous user profiles for targeting and measurement.
At the time, third-party cookies were seen as innovative and help boost online advertising. However, over time, their overuse l to concerns about privacy and transparency.
Why are third-party cookies disappearing?
The main reason third-party cookies are disappearing is the growing phone number iran concern about online privacy. Big tech companies like Google and Apple now allow users to block third-party cookies in their browsers. This gives people more control over their personal data.
Additionally, new government regulations such as GDPR in Europe and LGPD in Brazil are restricting the use of third-party cookies. These laws require explicit consent from users before cookies can be us to track their online activities.
Third-party cookies are widely us for marketing, advertising, and content personalization. However, many consider them to be privacy-invasive by tracking people across the web without their knowlge. Therefore, the shift toward more privacy and transparency is leading to the gradual disappearance of third-party cookies.
Impact on digital marketing
The disappearance of third-party cookies will have a major impact on digital marketing. Here are some of the main areas affect:
Data tracking impair
Third-party cookies us to allow companies to track user behavior across multiple websites. This provid valuable insights into users’ interests and browsing patterns. Without third-party cookies, this level of data tracking will no longer be possible. Companies will have limit insight into how users interact with their website and content.