Google’s reversal on third-party cookies: what it means for advertisers

While Google’s recent announcement extends the life of tracking technologies that rely on a 3rd party cookie to collect data about users across the web, the quest to make the web more privacy friendly and consent driven still remains intact.

With a goal to enhance privacy and address concerns about online tracking, Google planned to eliminate support for third-party cookies in its Chrome browser, and introduced the Privacy Sandbox as a more effective way to target ads and measure their effectiveness. However, Google has reversed that decision and has announced that instead of deprecating third-party cookies, they would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing.

While 3rd party cookies serve as an effective means to support the digital economy, they have left room for privacy abuse and hence it is appropriate that we relook at protecting individual privacy and still make the digital universe work.

Building consumer trust should remain the primary focus for marketers. The need for brands to own a direct relationship with consumers is timeless, and doing so by prioritising transparency and compliance with evolving regulations is more important than ever.

Shopalyst is by design built for brands to engage with shoppers in a consented and privacy friendly approach. Our no-code widgets help brands acquire data for targeting, optimisation and attribution at scale.

Zero Party Data : Create meaningful value exchange that encourage users to proactively share their intent data. Guided sales, polls, quiz, games, surveys, contests are examples of Zero Party use cases that your brand can readily activate on Shopalyst.

Example of zero party data acquisition

First Party Data : Encourage your shoppers to sign in for a transaction that helps acquisition of consented audience data for your brand. Instant checkout, sampling requests, coupon codes are examples of use cases that your brand can activate using Shopalyst widgets.

Example of first party data acquisition

Second Party Data : Data partnerships with retailers, content providers and influencers are other ways for brands to acquire audience data. Shopalyst offers native support for API integrations with such partners, and also supports popular providers like Liveramp.

Example of second party data acquisition

Contextual Data Signals : Shopalyst supports targeting solutions that do not rely on user identity, but their context. Our Brand Knowledge Graph tracks web signals on what shoppers buy and browse across shopping categories, and uses AI to translate them into targeting signals like keywords and URLs (Google), interests (Meta) or hashtags (TikTok).

Shopalyst makes it easy for brands to test, learn and scale their audience strategy without any barriers. Our widgets make it easy to activate with no code, and are by design built to engage with shoppers in a consented and privacy friendly approach. Talk to us to get started on your audience data journey.