{"id":11135,"date":"2024-03-12T12:47:05","date_gmt":"2024-03-12T12:47:05","guid":{"rendered":"https:\/\/creatmarketing.pt\/?p=11135"},"modified":"2024-04-05T09:58:17","modified_gmt":"2024-04-05T09:58:17","slug":"futuro-marketing-digital-fim-cookies-terceiros","status":"publish","type":"post","link":"https:\/\/creatmarketing.pt\/en\/the-advance-of-sustainability-crucial-trends-for-marketing-in-3\/","title":{"rendered":"The future of digital marketing with the end of third-party cookies"},"content":{"rendered":"

The digital marketing sector is facing a crucial transition, with the announcement that Google Chrome, a browser with more than 64% of global share, will no longer support third-party cookies from the second half of 2024.<\/strong> This change presents a notable challenge for advertisers and demand-side platforms (DSPs), which use third-party browsing data to target and personalize ads.<\/p>\n\n\n\n

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\u00a9 2024, CREAT! Made with passion by CREAT! Marketing Consulting.All right reserved.<\/span><\/p>\n\n\n

But what exactly are Third Party Cookies?<\/h2>\n\n\n\n

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Third-party cookies are small data files stored on devices (cell phones, tablets, <\/em>computers) when visiting a website. They are essential for personalizing the browsing experience, adapting content and remembering user preferences. This is because they allow websites to \"remember\" data such as language choices, products added to the shopping cart, login information, among other details.<\/p>\n\n\n\n

There are two main types of cookies - session times<\/strong>which are deleted when the browser is closed, and the persistent<\/strong>which remain for a defined period of time. In addition, there are first-party cookies<\/strong>created by the website being visited, and third-party cookies<\/strong>They are created by external websites that offer services such as data analysis or advertising.<\/p>\n\n\n\n

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What are the advantages of the end of third-party cookies for consumers?<\/strong><\/p>\n\n\n\n

The end of third-party cookies is considered a victory for consumer privacy. These data files allow advertisers to track users' browsing on various sites,<\/strong> collecting iinformation about your interests and habits without explicit consent.<\/strong> This practice is seen as an invasion of privacy, as it makes it possible to create detailed profiles of users without their consent.<\/p>\n\n\n\n

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Impact of the End of Third-Party Cookies for Advertisers:<\/strong><\/p>\n\n\n\n

The loss of third-party data poses a threat to the personalization of ads. <\/strong><\/p>\n\n\n\n

Advertisers rely on this data to create targeted campaigns for users with specific interests. Without this data, campaigns can become less effective and less likely to reach their target audience. However, there are alternatives that allow advertisers to target and personalize ads without violating users' privacy.<\/strong><\/p>\n\n\n\n

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After the end of third-party cookies, how can ads be personalized?<\/h4>\n\n\n\n

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One of the alternatives is to use primary data<\/strong>collected directly from users through forms, surveys or other interactions<\/strong>. Another option is to use aggregated data<\/strong>which consist of navigation information from several users<\/strong> combined in such a way as to make individual identification impossible.<\/p>\n\n\n\n

The transition to a world without third-party cookies is a challenge, but also an opportunity for advertisers who are prepared. Companies that invest in innovative technologies and strategies will have a competitive advantage in the digital marketing market.<\/p>\n\n\n\n

\"The<\/figure>\n\n\n

\u00a9 2024, CREAT! Made with passion by CREAT! Marketing Consulting.All right reserved.<\/span><\/p>\n\n\n

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Some trends that should shape the future of digital marketing without cookies:<\/strong><\/mark><\/p>\n\n\n\n