Google plans to remove third-party cookies from its Chrome browser by the end of 2023 . He had stated that he would do so throughout this year, but the unrest generated by this measure has made Google postpone the measure to the end of 2023. How can it affect you? Let's see it.
The 'cookies' are files that the sites create when they receive visits and that are stored to have user information and thus facilitate their navigation within the web, remembering their preferences, their passwords, that the online shopping cart maintains the selected products , etc. These digital files are essential for the pages to function properly by remembering user information
The problem came with the arrival of third-party 'cookies' that have been used massively and even "intrusively" to track users, learn about their habits and offer personalized advertising.
In some way, Internet users have felt their privacy violated and despite GDPR laws, 'cookies' have been used in a more dishonest way and different from the purposes for which they were created.
In this sense, Google has established itself as a guarantor of users' rights to privacy in browsing, announcing the end of third-party 'cookies ' by the end of 2023.
Google's official reason for removing third-party cookies is that it wants to protect people's online privacy . As a user, supposedly, marketing companies will stop tracking your browsing and you will see fewer ads related to the third-party websites you visit. And we say "supposedly", because there is still time for the measure to be effective and the online advertising market is "so succulent" that it is expected that new technologies will be created to replace 'cookies'.
When third-party 'cookies' are eliminated from the way of doing digital marketing, it will undergo a revolution, since online advertising is based precisely on the use of these cookies and the Chrome browser is the most used worldwide, with a share of 90% market in countries like Spain.
Some are wary of Google's good intentions, saying that by blowing up the world's third-party 'cookies' business, it wipes all competing digital agencies off the map.
What will happen to Google Ads is still an unanswered question. Many doubts and questions arise in this regard.
In a statement released in May, Google said its goal is for Chrome to begin phasing out cookies by mid-2023 and finish removing them by the end of the same year.
Their alternative to third-party 'cookies' is a new solution under the acronym FLoC with which they will anonymously develop advertising campaigns for groups of users with common interests, instead of focusing personalized advertising per individual.
Cookies and affiliate links have also been a real revolution on the Internet, generating new ways of financing for many bloggers and influencers through recommendations on their websites and social networks. With Google's announcement of the removal of third-party cookies, the question arises: What will happen to affiliate links?
At the moment there is no answer for it. Web developers and programmers have two years ahead to create a new technology that is capable of tracking the user without using this type of cookie, adapting to this forced change that Google "imposes".
The solution is to improve the collection of information through first-class 'cookies'.
First-party cookies are data that users intentionally and proactively share within a website. In other words, these are files related to browsing within the brand's website .
Web owners will need to get up to speed on web analytics and tagging. Use tools such as Google Analytics and Google Tag Manager to learn about user behavior.
Marketing companies will have to delve even deeper into the collection of information through 'cookies' first and wait for the new tools and technologies that are created to forcefully adapt to this new paradigm in online advertising.