{"id":8639,"date":"2022-02-01T19:14:06","date_gmt":"2022-02-01T19:14:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/01\/the-inbound-impact-of-changes-to-cookies-google-chrome-and-other-browsers\/"},"modified":"2022-02-01T19:14:06","modified_gmt":"2022-02-01T19:14:06","slug":"the-inbound-impact-of-changes-to-cookies-google-chrome-and-other-browsers","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/01\/the-inbound-impact-of-changes-to-cookies-google-chrome-and-other-browsers\/","title":{"rendered":"The Inbound Impact of Changes to Cookies, Google Chrome, and Other Browsers"},"content":{"rendered":"

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In 2013, internet browsers Safari and Firefox initiated third-party cookie blocking in an effort to protect users from information oversharing1<\/sup>. The move positioned Google Chrome as the emerging browser powerhouse, a status that it maintains today with 64.06% of the web browser market2<\/sup>.<\/p>\n

But times are changing. Balance between user privacy and marketing personalization needs to be struck. Google is compelled to join its competitors in phasing out third-party cookies.<\/p>\n

Google promised action in this area back in 2020, committing to a two-year action plan culminating in the phase-out of third-party cookies on Chrome by 20223<\/sup>. With the turning of the calendar, the reckoning is upon us. If Google keeps its promise, there are speculative consequences for users and inbound marketers.<\/p>\n

What does it mean when a website uses cookies?<\/h2>\n

Before jumping into the fray about third-party cookies, it\u2019s important to answer a basic question: \u201cHow and why do websites use cookies?\u201d<\/p>\n

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Cookies are small text files that websites create and store on users\u2019 computers to aid in recognizing and tracking behaviors and preferences. Cookies are divided into two categories: first-party and third-party.<\/p>\n<\/blockquote>\n

First-party cookies are created by the website a user physically visits (also known as the host domain).<\/span> These cookies are intended for improving and personalizing the user experience<\/a> by helping browsers \u201cremember\u201d key information such as user names, passwords, and language preferences. Since first-party cookies are deemed necessary and beneficial, web browser settings are typically set to allow them by default.<\/p>\n

Third-party cookies are created by websites other than the one a user physically visits \u2014 usually advertisers, analytics providers, and retargeting and tracking services.<\/span> The purpose of third-party cookies is to track users\u2019 online behaviors and display targeted ads across websites most relevant to individual user preferences.<\/p>\n

The General Data Protection Regulation (GDPR)<\/h2>\n

Since third-party cookies are attached to users\u2019 devices for tracking purposes, users increasingly see them as an invasion of privacy<\/span>. This brought about protective legislation surrounding the purpose and process behind how to enable cookies for a website.<\/p>\n

Enacted in 2018, the General Data Protection Regulation (GDPR)<\/a> is a data privacy law that gives citizens of EU countries more control over how their personal data is collected and used.4<\/sup> However, GDPR protections don\u2019t stop at the EU borders. The global reach of online activity means nearly any website securing personal data from EU residents falls under GDPR enforcement, regardless of where the organization behind the website is geographically situated and with very limited exceptions.<\/p>\n

Non-compliance with GDPR means heavy fines, so \u201cDo I need a cookie policy on my website?\u201d is best answered yes. Plus, other countries like Brazil are following GDPR\u2019s legislative lead with its Lei Geral de Prote\u00e7\u00e3o de Dados Pessoais (LGPD)<\/a> data privacy law.5<\/sup> In the United States, California is pioneering the California Consumer Privacy Act (CCPA)<\/a> to enhance privacy rights through state statute.6<\/sup><\/p>\n

Giving the people what they want \u2014 and don\u2019t want<\/h2>\n

Movement toward stricter privacy protections in answer to user demand quells some concern, but it\u2019s also causing pushback. Nearly 90% of users surveyed across multiple markets prioritized \u201cpurchasing from brands that understand \u2018the real me\u2019 and what I care about.\u201d<\/p>\n

To that end, privacy seems to give way to the desire for personalization.<\/span> About 65% of Millennials, 58% of Gen Xers, and 46% of Baby Boomers readily admit a willingness to share personal information with companies in response to personalized offers or discounts.7<\/sup><\/p>\n

And that frames the challenge for inbound marketers:\u00a0<\/p>\n

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If the world\u2019s largest internet browser does away with third-party cookies to give 73% of users what they allegedly want in terms of privacy, how do marketers provide targeted ads that users also claim to want?<\/p>\n<\/blockquote>\n

The way the cookie crumbles<\/h2>\n

Understandably, the 88% of U.S. marketers that saw measurable improvements due to personalization are in a bit of a panic.7<\/sup> After all, data powers the digital experience.<\/span><\/p>\n

Not being able to leverage third-party cookies to track or target users for the projected 8 hours per day they spend in the digital space\u00a0likely has a negative business impact. Marketers will arguably find it more difficult to:<\/p>\n