Google will be phasing out third-party cookies on their Google Chrome browser from the end of 2023. This is huge news for marketers hoping to collect data about website users to improve the targeting of advertising campaigns.
The decision to cut cookies from the world’s most-used web browser is likely the beginning of third-party cookies being entirely phased out across the web. With the cookie-less future closer than many marketers previously thought, international marketers must consider what this means for their ability to understand, segment and target their audience.
In this article, we will explore how marketers can prepare for the cookie-less future.
What exactly are cookies?
Cookies are small encrypted digital files that collect data tracking user movements between websites. They are used for ad optimisation purposes, allowing businesses to target advertising at potential customers.
Why are cookies being phased out by Google?
Rising concerns from web users over their data being tracked means consumers are increasingly calling for heightened privacy. Furthermore, many websites have been flouting EU privacy laws through cookie consent pop-ups for a long time.
Google’s director of Chrome engineering commented: “Users are demanding greater privacy – including transparency, choice and control over how their data is used – and it’s clear the web ecosystem needs to evolve to meet these increasing demands.”
What is the future of customer behaviour tracking?
It is vital for international marketers, especially those with multiple websites across different legal jurisdictions, to ensure their cookies consent messaging follows current legislation.
As we get closer to the phasing out of third-party cookies on the Chrome browser it will also be valuable to highlight the importance of user privacy to your business and give users the information they need to make an informed decision about their data.
You will also want to make sure that you have a variety of cookie consent messages and policies for different regulatory environments, as well as web browsers. The messaging will need to be different depending on each browser’s policy on third-party cookies. For translation support to tackle these challenges, our translation experts are vastly experienced with translating the legal linguistic technicalities of cookie regulations and can help you to translate consent messaging into multiple languages.
6 steps to offering greater privacy
- Scan your website(s) for cookies
- Categorise and create cookie descriptions
- Maintain a history of user consent
- Allow consent withdrawal at any time
- Disallow cookies until the user accepts the cookie policy
- Block third-party cookies
Identify new tracking technology to replace cookies
Google is planning a new feature to ease the transition for advertisers. Marketers therefore should keep a keen eye on any official Google announcements relating to cookies. Google has mentioned that they plan to offer alternative tracking technology within a year, but until then marketers are in the dark.
Benefits of a cookie-less future
It’s not all doom and gloom. There are many reasons why phasing out third-party cookies will benefit marketers in the long run. They include:
- Increased customer trust – much of the momentum behind the anti-cookie movement has come from consumers unwilling to be tracked and followed around the internet by advertising. By giving greater choice to consumers relating to the data you track, your business can boost trust levels with your website users.
- First-party data increases personalisation – a greater reliance on first-party data, data that is willingly supplied by users, will allow brands to deliver highly targeted personalised messages to customers and prospects.
- Understanding anonymous users – investing in machine learning technology will help brands understand the behaviour of anonymous users, which has previously been more difficult to achieve than users that opt into cookies.
Professional translation services for international marketers
We offer translation services for international marketing managers, including website content, privacy policies, terms and conditions and comprehensive app translation. Get in touch with us today to discuss your translation challenges as the cookie-less future approaches.
