At the start of 2020, Google announced that they will be banning third-party cookies, which will make 85% of the current digital marketing methods useless. Google Chrome is joining Apple Inc and various others in completely banning the most popular digital marketing currency worldwide.
Currently, Cookies are already blocked for trading on Apple Safari and Mozilla Firefox, this means that as of 2022, with Google Chrome joining the party it will inevitably destroy the entire concept of Cookies. What this means is that all third-party data such as measurements, analytics, site optimisation, and retargeting will be lost completely (McIntyre, 2020).
Another feature that Google and Apple are joining forces in eliminating is fingerprinting and all means of bypassing anti-tracking measures. All of these changes will eventually push a shift away from collecting cookies, to rather collecting actual authenticated identification. This will enforce a safer and more private environment on the internet. This will encourage brands that utilise digital marketing to enforce incentivised user signups as this will be the primary source of user data that can legally and safely be used, forcing many of these corporations to shift gears entirely on how their systems operate. Hyper-targeting has died, and brands need to come up with less invasive ways to retrieve data.
In 2017, Apple’s Safari already banned intelligent tracking and since then many different versions and bans on cookies have emerged as Apple attempted to stop advertisers and technological providers from passing these bans as many have tried to bypass the new laws, however, this new full cookies ban means a lot of advertising technology and the broader marketing stack will no longer work. Any data from Facebook, analytics companies, or retargeting companies are identified as third parties, all banned by Apple Inc and in 2022, Google Chrome. This has been seen as a multi-billion-dollar problem worldwide that needs an immediate solution, as many corporations will be impacted and need to look for creative ways to surpass it.
“If you are the best at understanding how behavioural targeting works, that’s not going to be very useful come 2022. Any teams at publisher, advertiser or agency, their objectives and their cross disciplines will be hugely impacted by all of this.”
— Chris Brinkworth, founder, SynergyStack
How Scout is geared for this switch and how we will handle it:
McIntyre, P., 2020. Google's 2022 cookie apocalypse: Why it will hit first party data, hyper-targeting and a solution from Westpac's former digital media and tech boss. [Blog] Deep Dive, Available at: <https://www.mi-3.com.au/11-05-2020/cookie-apocalypse-how-ensure-your-business-tech-stack-and-job-survives-2022#:~:text=From%202022%2C%20Google's%20ban%20on,media%20technology%20director%20Nick%20Barnett.&text=From%202022%2C%20third%20party%20cookies,allowed%20in%20Google's%20Chrome%20browser> [Accessed 17 March 2021].