Cookies are small text files generated by the websites we visit and stored in our browsers. They function as digital identifiers, helping the website recognize users on subsequent visits and remember pertinent information about their interactions. This contributes to a more personalized experience.
First-party cookies are created by the website you are visiting, being fundamental for essential functionalities like remembering what is in your shopping cart or your preferences and settings. A classic example is when a user logs into a website, and the cookie is used to remember that session, storing information directly from the user.
On the other hand, third-party cookies are established by a domain different from the website you are visiting, usually through embedded elements like ads. These cookies are primarily used for online advertising and traffic analysis, tracking user behavior across different websites. They allow advertisers to build detailed profiles of users' interests and behaviors to present more appropriate advertisements.
This latter issue has raised concerns regarding data privacy and security. In this context, Google recently announced the removal of third-party cookies in Chrome by the end of 2024.
The purpose of this change is to enable interest-based advertising without monitoring individual navigation, by grouping users with similar interests determined by recent browsing. This aims to make it possible to display relevant ads without compromising privacy.
From here, it is essential to understand simply the real impact of this change and how we can adapt.
The main challenge will be the limitation in obtaining detailed data about users' online behavior. This implies a reduction in the accuracy of ad targeting, affecting the effectiveness of advertising campaigns.
In response to this transformation, we must focus on the collection of “First-Party Data,” i.e., information obtained directly from users' interactions with the brand and the website. This focus not only implies developing more meaningful and quality interactions, particularly in terms of creating valuable content, but also requires delving into new technologies and methodologies for audience segmentation.
Attention to web development becomes even more crucial. It is essential, among other aspects, for the website to be optimized to offer good performance and user experience, adapted to different devices and SEO optimized. More important than ever is to be aligned with best practices in data protection and online privacy, especially in the context of the European Union's General Data Protection Regulation (GDPR).
Something we must pay attention to is the diversification of data sources, as well as transparency in data collection, ensuring that personal information is shared voluntarily and consciously. Offering incentives, such as discounts or exclusive content, encourages users to share their information because they have a real interest in the brand. A good example is newsletter subscriptions, whose form can have segmentation questions that help the brand define a strategy for the consumer. Also, the use of platforms that organize customer data, integrating multiple sources of information, is vital to obtain a global view of the consumer, facilitating conscious marketing decisions.
If it was already a constant need before, now A/B testing will be even more relevant to measure how small variations in ads impact results, trying to reach the target audience as precisely as possible.
Considering this novelty, we can see the "glass half full" and realize that the key to success in this sector is rapid adaptation and continuous innovation, with customer trust and loyalty being a distinguishing factor.