Cookie Deprecation in 2024: What Marketers Need to Know

December 11, 2023

In 2020, Google announced its plans to phase out third-party cookies, following the privacy protection measures already adopted by Safari and Firefox. After several delays, Chrome will finally begin blocking 3rd party cookies in 2024. Google announced that the testing phase will start in Q1, with 1% of third-party cookies initially blocked, ramping up to 100% in Q3 of 2024.

This change is stirring concerns among advertisers about the potential loss of valuable data, impacting strategies and the effectiveness of online advertising campaigns. This blog post delves into the implications of this shift, particularly for clients using publisher tracking pixels, Google Analytics, and Marin Software's Attribution.

First-party vs Third-party Cookies

Websites rely heavily on cookies to improve the user experience, and they will continue to do so after this change because only third-party cookies will be blocked. First-party cookies are set and read by the same domain as the website you are visiting. In addition to saving things like user preferences and login status, many measurement solutions, including Marin Attribution, can be set to the first-party context.

Third-party cookies allow unrelated domains to read the cookie and track users across different websites. These have long been a staple in display advertising, allowing advertisers to target users with third-party data or to retarget users across the open web. Publishers and ad tech providers will need to adapt the APIs and tools in the Google Privacy Sandbox to continue to offer these capabilities.

Publisher Tracking and Google Analytics

Many advertisers rely on a combination of Publisher Tracking and Google Analytics to measure the performance of their campaigns. With last year’s transition to Google Analytics 4 from Universal Analytics, Google has upgraded its tracking to be compatible with this “post-cookie” world. Those using the latest publisher tracking pixels are also fine during this transition.

Marin’s Attribution: First-party since 2008

At Marin, we understand the importance of accurately measuring digital campaigns. Marin Attribution, our independent measurement solution for performance media, has always used first-party cookies. There is no impact from the upcoming Chrome update. 

Server-to-Server Option: Enhanced Protection

In addition to first-party cookies, Marin Software offers a server-to-server option. This advanced solution provides an added layer of protection and data integrity. It allows for more complete measurement by bypassing the need for cookies altogether. This method is more secure and future-proofs your data collection strategy against further privacy changes in the digital landscape.

Navigating the Future

As the digital advertising world evolves, staying ahead of the curve is essential. Marin Software is committed to providing cutting-edge solutions that respect user privacy while delivering the insights and performance marketers need. Our clients can rest assured that with our Attribution, they can confidently succeed in the post-third-party cookie era.

In conclusion, while the phasing out of third-party cookies by Google Chrome presents challenges, it also offers an opportunity to innovate and adapt. By leveraging Marin Software's Attribution and our server-to-server options, advertisers can continue to gather valuable insights and drive impactful advertising campaigns in a privacy-compliant manner.

Lauren Neels

Marin Software
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