London, UK – June 20, 2022 – Google has recently announced that third-party cookies will no longer be used by late 2022.
Third-party cookies are text files containing data that help identify users. Cookies work by monitoring your browsing history and tracking users between visiting websites, and in doing so, Google can display the most relevant ads to you.
Despite Google’s ‘Privacy Sandbox solution’, the elimination of third-party cookies poses a threat to marketers’ targeting and measuring activities. As a result, marketers will need to focus on implementing data management and targeting tools to help track data outside of third-party cookies.
Now is a good time to go back to basics and work on interacting and building relationships with your customers through SEO and link-building strategies.
To help you connect with your relevant customers, you can utilise contextual targeting which allows your Google PPC ads to appear on relevant sites based on your ad’s keywords, topics, and more using first-party cookies.
Speaking of this topic, Lenka Stefanakova, Senior Account Strategist for PPC, says:
“A good first step that you can take to future-proof your marketing efforts is to start using GA4. GA4, being privacy-centric, has been designed to work either with or without cookies. GA4 can serve to fill in data gaps by leveraging machine learning and statistical modelling, which can help the transition as the internet becomes less reliant on cookies.” – Lenka Stefanakova, Senior Account Strategist for PPC, The Brains
About The Brains
The Brains is a leading digital marketing agency in London, focused on strategies that offer unbeatable ROI and long-term business success. The Brains offers SEO, content marketing, lead generation and PPC services among others.
For more information, please contact:
Jonathan Lemer, Director, The Brains
Telephone: 0333 050 7328