The future of retargeting advertising is uncertain today.
In 2020, Google announced the gradual cessation of the use of third-party cookies in its Chrome browser by 2022, postponed to 2025 and then officially cancelled in July 2024.
Meme on third party cookies
This project to eliminate third-party cookies is in line with increasingly africa mobile whatsapp number strict regulations in this area , such as the EU's General Data Protection Regulation (GDPR) (2016) and Bill 25 in Quebec (2021), and Internet users' demand for better protection of their privacy online .
Even though the end of third-party cookies no longer seems to be on the agenda for Google, it is never too early to look at third-party cookie alternatives. Especially since Google Chrome's competitors have already removed third-party cookies
This will prepare you for the possible deletion of third-party coo
How could the end of third-party cookies impact your web marketing strategy?
What alternatives are available to those of you who practice retargeting in your advertising campaigns?
Let’s take a look at the issue with our Axeptio agency !
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Let’s start with a quick reminder about third-party cookies.
What are third-party cookies?
Definition of third-party cookies: A cookie is a web file placed on your users' browser when they visit your site. Unlike first-party cookies placed directly by your website, third-party cookies are placed by third parties such as: Meta Linkedin Pinterest Snapchat Tiktok CallRail…
A cookie is a web file placed on your Internet users' browsers during a visit to your site.
In the context of third-party cookies, they are deposited by third parties (such as Google Ads, Meta, X). They collect data on user behavior and are used to create advertising audiences as well as to carry out remarketing.
Third-party cookies therefore involve data collected in a third-party context , in a third-party environment and not in a first-party, in your environment which you ow
Third-party cookies are mainly used to perform advertising tracking.
Cookies collected following your web browsing are used for retargeting and behavioral advertising purposes. They allow you to send targeted advertising to your visitors on other sites, in particular in the form of advertising banners (display marketing) or pop-up ads.
Internet users experience this every day.
Who has never had the experience of shopping on an online store and seeing on other websites the item that remained saved in the shopping cart?
Welcome to the world of third-party cookies!
Third-party cookies often used in e-commerce
Third-party cookies from a website are often used on e-commerce platforms to facilitate the purchase process for visitors.
For example, the third-party cookie of the Yotpo solution sends an email to the person who has not completed the purchase funnel.
Yopto
Sources: Yotpas
Learn more about analyzing website traffic
The challenges of deleting third-party cookies
The removal of third-party cookies, what impact on advertisers?
The value of third-party cookies lies in their ability to create precise audiences and refine targeting strategies.
Without them, crucial data is lost, leading to less accurate targeting, higher acquisition costs for the same results, and ultimately lower revenue.
Third-party cookies are also useful for monetizing a website.
We understand the importance of third-party cookies in today's web marketing ecosystem (and the difficulty in removing them) when we know that:
A visitor retargeted by an advertising campaign after leaving your site is 70% more likely to complete a purchase than any other visitor (source: Invesp)
On average, the information on a page of an e-commerce site comes from 38 different web addresses (source: Modernretail)
74% of Quebec adults bought online in 2023
With the growth of online shopping, the end of 3rd party cookies on Google Chrome is a considerable issue for all players in targeted web advertising.
Find out how to comply with Law 25 with our complete guide
Impacts of the end of third-party cookies on web advertising
Complicated online targeting
Changes in online tracking have significant implications for advertisers. Third-party cookie-based tracking solutions have been a key part of online advertising campaigns , allowing advertisers to effectively target users based on their online behavior.
Concretely, the deletion of third-party cookies will mean that it could become more complex to retarget your prospects , because communications between sites and various platforms could be blocked by your browser.
Less accurate conversion attribution
In fact, it will also be less obvious to attribute conversions to the right marketing channel. The reduced ability to track user journeys from one site to another will make it more difficult to measure the true impact of each touchpoint in the purchasing journey.
Potentially rising advertising costs
With the loss of targeting precision, advertising campaigns may become less effective, forcing advertisers to invest more to reach the same audiences . This could lead to higher costs per acquisition (CPA) and a reduced return on investment (ROI).
We can reassure you that the (possible) end of third-party cookies does not mean the end of advertising!
Benefits of cookies for user privacy
Source: quote from Arnaud Créput CEO of automic software
This is even the reason why Google has continued to delay the end of third-party cookies: the Privacy Sandbox, the first alternative to third-party cookies proposed by Google, is not unanimous and does not meet the requirements of current legislation for the protection of personal data.
But advertising revenue is an indispensable part of search engine revenue. Until Google finds a reliable alternative to third-party cookies, it will continue to use them
