Yaron Rosen, Director of Data Product
Google is improving its privacy and security protection for its users which has left many marketers wondering and worried about how it will impact standard business practices, particularly when it comes to third-party cookies.
The good news for Kenshoo clients is that conversion tracking is already compliant to the new way that Google will be treating third-party cookies.
As part of its release of Chrome 80, Google will start enabling users to clear all cross-site cookies and instead leave single domain cookies in order to preserve their login and settings configurations. As reported in the Kenshoo blog post, Q&A with Kenshoo’s Chief Product Officer on the Cookieless Future of Marketing,
“While popular browsers such as Safari and Firefox had already placed some restrictions on third-party cookies, together they represented just 22% of browser usage. This limited, but didn’t fully kill, marketers’ reliance on third-party cookies. However, because Chrome is the most popular browser with 64% of web usage, advertisers now must find a new way forward.”
With this move, Google hopes to improve user privacy and provides better transparency and control over tracking on sites that set third-party cookies.
To provide users with more transparency into which sites set cookies and why, Chrome will enforce that each cookie uses a parameter called SameSite, along with a secure declaration for cookies that are cross-site.
Chrome users may choose to block third-party cookies, thus limiting the way sites can collect data on their behavior. This will impact the ability of marketers to measure which ads were clicked and led to a conversion.
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