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  • Writer's pictureShraddha Srivastava

Third-Party Cookies Phasing Out- Opportunity or Threat for B2B Marketers

Attention B2B marketers! You must be already aware that Third-party cookies are phasing out. Currently, major browsers like Firefox and Safari have already restricted or blocked third-party cookies by default. Chrome blocks them for 1% of users and plans to gradually roll out the block to all users by the end of 2024.

Third party cookies are phasing out

The reason behind this is privacy concerns regarding tracking users across websites are the main driving force. Additionally, regulations like GDPR in Europe have further pushed for data privacy.

Phasing out third-party cookies is great for users’ privacy. This limits the quantity of user information that websites can monitor and share. But It’s not as great for digital advertisers who rely on third-party cookies to serve targeted ads.

In this blog, we'll delve into alternative strategies for third-party cookies that prioritize your privacy while ensuring the continued success of your advertising endeavors.

What are Third-Party Cookies?

Before diving into the world of third-party cookies, let's first understand other types of cookies. First, there are different kinds of cookies. First-party cookies are like your site's memory, remembering login details and language preferences. Then, there are second-party cookies, which get info from sites you visit due to agreements. They work like first-party cookies.

What are third party cookies

Now, let's talk about third-party cookies. Third-party cookies monitor user behavior across various websites. Other organizations, not yours, collect third-party data. You then use this data in digital advertising for targeted marketing.

Third-party cookies are small pieces of data placed on your browser by websites other than the one you're currently visiting. They're often used for tracking your online activity across different websites, primarily for advertising purposes, and used by advertisers, and website analytics providers.  Here's a breakdown:

Key points about third-party cookies:

Set by: Not the website you're on, but by external domains like advertising networks, social media platforms, or analytics tools embedded in the website.

Purpose: Mainly used for tracking user’s browsing behavior and interests across different websites. This information is then used to:

  • Show targeted advertising: You might see ads for products you recently looked at on other websites.

  • Track website performance: Analytics tools use them to understand user behavior on a website.

  • Share data across platforms: Social media buttons can use them to track your activity across different platforms.

Privacy concerns: They can be seen as intrusive, as they track your activity without your direct consent. Many browsers now offer options to block them.

Future: Their use is declining due to privacy regulations and browser restrictions. Alternative tracking methods are being developed.

How do third party cookies work?

How do third-party cookies work?

  1. Embedding: When you visit a website, it might include content from other domains, like ads, social media buttons, or analytics tools. This embedded content comes with scripts or tags that communicate with the third-party domain.

  2. Cookie Creation: Upon communication, the third-party domain sends a "Set-Cookie" header to your browser. This header contains information about the cookie, including its name, value, and expiration date.

  3. Storage: If your browser settings allow it, the cookie gets stored on your device.

  4. Tracking: Whenever you visit another website with content from the same third-party domain, your browser automatically sends the stored cookie back. This allows the third party to identify you and track your activity across different websites.

  5. Data Collection: The collected data can include various details like web pages visited, clicks, searches, purchases, and even demographic information inferred from your browsing behavior.

  6. Data Usage: This data is then used for various purposes like:

  • Targeted advertising: Showing you ads based on your browsing history and interests across different websites.

  • Website performance analysis: Understanding user behavior on a website and improving its usability.

  • Content personalization: Tailoring website content based on your inferred interests.

  • Sharing data across platforms: Social media platforms can use data from their cookies to track your activity across different platforms and connect it to your social media profile.

Who Uses Third-Party Cookies?

Now, let's talk about who's behind the scenes using these third-party cookies.

  • Advertisers:

  • These are the folks who want to show you ads for products or services.

  • Imagine you were eyeing a new gadget on one website; advertisers use third-party cookies to follow you around and remind you about that gadget on other sites.

  • Website Analytics Providers:

  • These are like the detectives of the internet. They want to understand what you do on a website.

  • Using third-party cookies, they collect data on which pages you visit, how long you stay, and what you click on. It's all to help website owners improve their sites.

  • Social Media Platforms:

  • Ever notice how ads on social media sometimes seem to know your interests? That's thanks to third-party cookies.

  • These cookies help social media platforms track your activity across different websites. So, if you were looking at hiking gear on one site, you might see ads for it on your social media.

Third-Party Cookies Alternative: 

Third-party cookies blocked and it's time to panic? No, because fortunately, cookie less marketing is possible. While losing third-party data is a downside, it has many upsides, you can profit from. 

Here are 4 practical tips that you can focus on, to survive in a cookie less world:

1. Emphasize First and Zero Party Data: 

In a world without cookies, first and zero-party data take center stage. But unlike third-party data you could pay for, you must collect first and zero-party data yourself.

Zero-party data is valuable information customers share with you voluntarily. Your website gathers first-party data by placing first-party cookies on users' devices. First-party cookies give you access to users’ first-hand information. These include details such as email addresses, demographics, purchase history, and login information.

2. Ask for feedback from customers

B2B customer feedback is a valuable source of information. Most B2B reviews contain rich, actionable insights that can help you improve your product. However, B2B customer reviews are hard to come by compared to B2C customer reviews. This is why it's crucial to connect with B2B customers and request their feedback. Let everyone know you follow all requisite data privacy laws. Afterward, your customers will feel at ease sharing information with your brand without concerns about privacy.

3. Focus on (re)targeted advertising

One way to run targeted ads without third-party cookie tracking is through contextual advertising.

With a contextual-based strategy, you run ads on platforms running content relevant to your target customer. For instance, if you’re marketing a B2B SaaS company, place ads on tech platforms that you know your customers use.

4. Stay in the data privacy loop

As data privacy laws evolve, don't just have to keep up - you've got to stay ahead. It is essential to adhere to state, national, and international data privacy laws as long as you serve customers within those jurisdictions.

The ideal data fabric should have privacy automation and self-service features. These features assist you in complying with all applicable data laws, preventing any legal issues or fines.

Digital Marketing Agency with the Alternatives of Third-Party Cookies

Celestialfix, recognized as a top-tier B2B digital marketing agency, is at the forefront of navigating the changing landscape of online advertising. As the era of third-party cookies is phasing out, Celestialfix stands out as the go-to solution provider, offering businesses alternative strategies to ensure their digital growth. Specializing in adapting to evolving privacy concerns and browser restrictions, Celestialfix is not just any agency but the best B2B digital marketing partner. With a keen understanding of the challenges posed by the diminishing use of third-party cookies, Celestialfix employs innovative alternatives that keep businesses thriving in the digital realm. Embracing cutting-edge methods and a customer-centric approach, Celestialfix is your trusted ally in overcoming the challenges posed by the phasing out of third-party cookies and propelling your business to new heights in the digital sphere.

Conclusion: In conclusion, our journey through the changing landscape of third-party cookies has unveiled both challenges and exciting alternatives. As major browsers phase out these cookies due to growing privacy concerns and stringent regulations like GDPR, businesses must adapt. While this shift may pose challenges for digital advertisers, innovative alternatives and strategies pave the way for continued growth in the digital realm. 

In this transformative era, Celestialfix emerges as the best B2B digital marketing agency, offering tailored solutions to navigate the evolving digital landscape. With a focus on first and zero-party data, customer feedback, contextual advertising, and staying ahead of data privacy laws, Celestialfix stands as the trusted partner to propel your business forward. Embrace the future of digital marketing with Celestialfix and ensure your success in a cookieless world.

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