The end of third-party cookies in Chrome - the end of the online advertising market?

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The end of the third-party era is predicted for 2024. In this text we explain to what extent advertisers and publishers will be affected.

In February 2020, Google announced in a blogpost the exclusion of third-party cookies in its website. Chrome web browser an. The decision of the market leader among search engines was justified by the fact that Internet users demanded more data protection and privacy:

"Users:inside are demanding more privacy - including transparency, choice and control over how their data is used - and it is clear that the web ecosystem must evolve to meet these increasing demands," the post says.

That the internet world is evolving and changing is no surprise. But the questions arise, how will the end of third-party cookies affect advertisers and publishers and what solutions are there for them and especially for SMEs.

Cookies in marketing

The positive thing about #Cookies is that they taste good and can be used for interesting phrases. However, they usually drive marketers to despair. What is meant here are third-party cookies, or data sets that are supposed to be accepted when visiting websites in order to be able to use all the functions. But they also give website operators insight into what users do on the page, who they are and where they click.

If cookies are accepted for marketing purposes, users may be identified and their activities on this website stored and processed. They are important for optimising the online presence, but also for advertising measures. The General Data Protection Regulation (GDPR) and the Telecommunications Act (TKG) specify how third-party cookies may be used correctly and which user consents must be obtained.

The small text files - called cookies - can be divided into two categories:

  • First-party cookies: These are stored directly on your terminal device by the website you are browsing. They allow operators to collect analytics data and perform useful functions for a good user experience.
  • Third-party cookies: These are set by a third party, i.e. not the website provider directly. For example, advertisers who use the visited website as a channel. They mark users to make them recognisable. These third-party cookies are therefore important for online advertising purposes.

Why do we now have to say goodbye to this advertising candy?

First-party cookies may not be transmitted to third parties. Third-party cookies, however, are. That is why they are often criticised and attempts are made to restrict their use. Now Google also wants to slowly put an end to the use of third-party cookies in Chrome.

What does the end of third party cookies mean?

Third-party cookies are important for marketers. They are used to support marketing measures through ad targeting, cross-site tracking and for social media. Thanks to third-party cookies, reliable user profiles can be created and the user journey of the users can be mapped. This also benefits the marketing budget, which is then used in a targeted manner.

Content marketing as a solution

Many large and well-known publishers use first-party cookies. And with good reason: even if Google no longer wants to disclose user data to third parties from 2024, first-party cookies are still available to publishers, advertisers and marketing agencies.

This means that your goal should be to get as many visitors as possible to register on your website. The best way to do this is to offer your visitors great content. Formats such as white papers, analyses, eBooks, webinars, surveys, etc. are particularly suitable for this. They not only give your potential customers a useful value, but also create trust in them. Moreover, these formats position you as an expert in your sector.

The content marketing nerds at B2IMPACT have created for you a Whitepaper on Third Party Cookies in which you can find interesting facts about the development of the issue with Chrome, what the consequences are, what alternatives there are for SMEs and practical recommendations for action.

We also support you in preparing for the post-cookie era and in creating high-quality content. Check with a free and non-binding consultationwhat would be suitable for your company and in what form. Because the Google search algorithm aims for quality-first content!


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Picture of Dusica Pavlovic
Dusica Pavlovic
Project Management Content Marketing & Social Media - Content marketing is Dusica's passion. With customised campaigns, she builds bridges to different target groups on the most diverse platforms. She transforms customer wishes into wonderful projects.
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