By Alberto Gonzalez
Marketing4eCommerce Editor
SAfari, Firefox, Explorer, and now Chrome. The giant Google has announced the end of third-party cookies from its browser by 2022. With Chrome covering 60% of the online advertising market, it will soon be impossible to collect data through third-party cookies.
Webinar to face a cookieless future
Third-party cookies are useful for creating ads and gathering information about visitors' interests and purchasing intentions. According to Google, 72% of users are convinced that almost everything they do online is being tracked by other companies. 81% think that the potential risks to them of having their data collected outweigh the benefits. In a world dominican republic business email database governed by the GDPR where data privacy compliance is vital, third-party cookies pose serious problems. Consumers are increasingly concerned about how companies use their data.
In its blog in March 2021, Google stated that it “will not create alternative identifiers to track people as they browse the web after the demise of third-party cookies.” So what alternatives are there?
Alternatives
There are different alternatives to fill this gap. Creating an even more powerful data collection strategy with: proprietary, reliable, qualitative and relevant data for brands is the order of the day. With data collection tools such as Qualifio , focusing the strategy on zero and first party data are some of the alternatives that the most innovative brands such as Nestlé, Bioderma or Decathlon are already implementing.