CategoryTechnology

3rd party cookies

September 30, 2022 Off By JP

Nowadays, we live in a time when ads surround us everywhere, especially on the Internet. Whether we spend time on social media or websites, we can see ads there that are personalized for us in some way. One type of this type of marketing is retargeting, which involves getting the user to convert again. In order to make these ads personalized, 3rd party cookies, which are expected to be discontinued by Google starting in 2024, were often used for this purpose. How will this affect this branch of marketing?

What are 3rd party cookies?

Nowadays, every website has a cookie policy, which we can either accept or reject. 3rd party cookies are cookies that are used by other companies (third parties) and not the owner of the sites, i.e. first-party cookies. Thanks to this solution, we can see product offers on Facebook after we have left a like on another page, such as an online store.

3rd party cookies

How will this affect retargeting?

Of course, it is a bit of a setback, as targeting users will no longer be as easy, however, this branch of marketing will continue to exist. All we need to do is spend more time and create the right groups of users we want to reach, and then estimate their value in the right way. If you want to learn more about 3rd party cookies and how their absence will affect retargeting, go to RTB Blog and read their article on the issue.

Author