End of Cookies? Understand what will happen!
Posted: Sat Jan 04, 2025 4:47 am
Nowadays, digital strategies in various market sectors use user data on a daily basis. An announcement made by Google in January 2020 about the end of cookies – a technology widely used to collect browsing data – is about to come into effect in 2023.
However, this will directly impact the way digital marketing strategies are developed and implemented.
Now, to better understand the subject and how it impacts your life, continue reading this special content that we have prepared!
The world of Cookies
First, understand that cookies, small lines of text code, are used by websites to save information in the user's browser.
This information ranges from name and email to browsing history and personal interests.
In the meantime, by accepting the use of cookies, the user agrees to the collection of their data, which is temporarily stored in text files.
In return, this data is valuable for understanding consumers' online behavior, facilitating navigation and providing a more efficient experience.
Types of cookies
Types of cookies
Types of Cookies
From the outset, it is important that you understand that there are different types of cookies, each with its own specific function:
Malicious Cookies (Third-party Cookies)
Above all, these cookies track users' online activities, creating interest profiles.
This data can then be sold to advertising companies and used in personalized campaigns, such as remarketing and retargeting.
Persistent Cookies
However, these types of cookies store user identification information and preferences within the website, remaining on the hard drive until they expire or are deleted by the user.
However, they are essential for features like remembering items in your shopping cart.
Session Cookies
They are a short-term memory of the website, storing data in the form of identification without collecting personal information.
They are automatically deleted when you close the browser.
The End of Cookies: A Near Reality
Google's decision to end support for cookies, scheduled for 2023, is driven australia phone number data by the intention to increase the privacy of Google Chrome users.
With the implementation of the General Data Protection Law (LGPD), users have more control over their information.
Malicious cookies are considered invasive, which has led to the search for alternatives.
The impact on business
The discontinuation of cookies raises concerns in the market as they play a vital role in online advertising, targeting ads and sponsored links.
Some impacts include:
Less access to relevant information for remarketing strategies;
Difficulty in identifying user interests and generating personalization;
Impact on marketing automation tools.
In contrast, Google proposes FLoC (Federated Learning of Cohorts) as an alternative.
This method collects anonymous data and creates average interest profiles, without individually identifying users.
This way, online advertising will continue to exist in a more private and ethical way.
Strategies for post-cookie termination
Some actions will need to be taken beforehand after this decision is made.
So, we thought of some ways to help you. Check out some of the strategies we listed.
Marketing Data Sync
An open-source solution for creating custom audiences, delivering offline conversions, and gaining insights into user behavior.
Google Privacy Sandbox
A tool under development by Google for creating and managing online ads.
Other channels for obtaining data
Other channels for obtaining data
Other channels for obtaining data
First of all, email marketing and newsletters are effective alternatives for obtaining data and maintaining ongoing contact with the target audience.
As well, content marketing strategies such as offering e-books are also valuable for gathering information.
Prepare for the future
So the end of cookies doesn't mean the end of online advertising, but rather a change in the way it is done.
However, marketers need to adapt, explore new alternatives and adopt ethical practices.
At Academia Digital , we are experts in digital marketing and we are ready to help you take off your career or company in this new scenario.
Therefore, we invite you to learn more about the Digital Academy and discover how we can face this challenge together and ensure the success of your business in the digital world.
Now, contact our team via WhatsApp and learn more about our service!
However, this will directly impact the way digital marketing strategies are developed and implemented.
Now, to better understand the subject and how it impacts your life, continue reading this special content that we have prepared!
The world of Cookies
First, understand that cookies, small lines of text code, are used by websites to save information in the user's browser.
This information ranges from name and email to browsing history and personal interests.
In the meantime, by accepting the use of cookies, the user agrees to the collection of their data, which is temporarily stored in text files.
In return, this data is valuable for understanding consumers' online behavior, facilitating navigation and providing a more efficient experience.
Types of cookies
Types of cookies
Types of Cookies
From the outset, it is important that you understand that there are different types of cookies, each with its own specific function:
Malicious Cookies (Third-party Cookies)
Above all, these cookies track users' online activities, creating interest profiles.
This data can then be sold to advertising companies and used in personalized campaigns, such as remarketing and retargeting.
Persistent Cookies
However, these types of cookies store user identification information and preferences within the website, remaining on the hard drive until they expire or are deleted by the user.
However, they are essential for features like remembering items in your shopping cart.
Session Cookies
They are a short-term memory of the website, storing data in the form of identification without collecting personal information.
They are automatically deleted when you close the browser.
The End of Cookies: A Near Reality
Google's decision to end support for cookies, scheduled for 2023, is driven australia phone number data by the intention to increase the privacy of Google Chrome users.
With the implementation of the General Data Protection Law (LGPD), users have more control over their information.
Malicious cookies are considered invasive, which has led to the search for alternatives.
The impact on business
The discontinuation of cookies raises concerns in the market as they play a vital role in online advertising, targeting ads and sponsored links.
Some impacts include:
Less access to relevant information for remarketing strategies;
Difficulty in identifying user interests and generating personalization;
Impact on marketing automation tools.
In contrast, Google proposes FLoC (Federated Learning of Cohorts) as an alternative.
This method collects anonymous data and creates average interest profiles, without individually identifying users.
This way, online advertising will continue to exist in a more private and ethical way.
Strategies for post-cookie termination
Some actions will need to be taken beforehand after this decision is made.
So, we thought of some ways to help you. Check out some of the strategies we listed.
Marketing Data Sync
An open-source solution for creating custom audiences, delivering offline conversions, and gaining insights into user behavior.
Google Privacy Sandbox
A tool under development by Google for creating and managing online ads.
Other channels for obtaining data
Other channels for obtaining data
Other channels for obtaining data
First of all, email marketing and newsletters are effective alternatives for obtaining data and maintaining ongoing contact with the target audience.
As well, content marketing strategies such as offering e-books are also valuable for gathering information.
Prepare for the future
So the end of cookies doesn't mean the end of online advertising, but rather a change in the way it is done.
However, marketers need to adapt, explore new alternatives and adopt ethical practices.
At Academia Digital , we are experts in digital marketing and we are ready to help you take off your career or company in this new scenario.
Therefore, we invite you to learn more about the Digital Academy and discover how we can face this challenge together and ensure the success of your business in the digital world.
Now, contact our team via WhatsApp and learn more about our service!