Mozilla Firefox, Apple, and Google are on a course to phase out third-party cookies. Third-party cookies are used by websites to track visitors, learn about users' digital behaviors, offer autofill suggestions, and, more importantly, for digital marketers - ad targeting.
With government agencies and users asking for data privacy, some of the largest browsers have announced their plans or have already blocked third-party cookies. These plans have significant implications on digital marketers as blocking third-party cookies will impede them from continuing current online advertising practices.
The phase-out plans of third-party cookies are not news. Firefox blocked these cookies as early as 2013. They're also an extension of the EU's GDPR rules. The novelty is how the largest digital advertisers are developing alternative technology or battling each other to sidestep rules.
For instance, Facebook will soon begin to notify users of new Apple changes that will restrict access to data. Google, in turn, is developing API technology called Federated Learning of Cohorts that aims to replace third-party cookies and offer individual privacy.
Digital marketers should pay close attention to these developments as they have the potential to change the way they do business.
References: https://www.axios.com/facebook-notification-apple-privacy-changes-39092ba5-25e4-4e83-87ff-81967733f919.html
https://www.axios.com/google-privacy-friendly-substitute-cookies-test-05c2c28e-77f1-4921-9a99-1ef0c009b064.html
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