Now Third Party Cookies May Be Here To Stay

After Years Spent by Google Preparing to End Support of Tracking Cookies, Now It Looks Like Third Party Cookies May Be Here to Stay a Lot Longer Thanks to Anti-Trust and Privacy Concerns


After Much Drama, Third Party Cookies May Be Here to Stay Afterall

It turns out third party cookies may be here to stay, despite Google having spent years preparing to end support of tracking cookies, essentially rendering one of the most-relied upon targeting tools for digital marketers completely useless.  In response, professional marketers have moved on to other methods that provide more privacy for consumers, and several new tactics have proven to be quite successful.

Read More:  Contextual Targeting

An article that broke this week from says governmental concerns in the UK and likely the EU are grinding Google’s plans to a rapid halt; plans that just finally got started after years of delays already.

The Upside of Third-Party Cookies

When used responsibly, tracking cookies can be very helpful.  Positive uses include:

  • Customizing experiences for consumers
  • Pro-actively adding or removing consumers from targeting
  • Making marketing smarter, so consumers aren’t bothered by unwanted messaging

If third party cookies may be here to stay, that’s OK.  And it’s already been proven they can co-exist in the GDPR privacy environment with small changes.

They’ve never been a bad thing.  There have been some bad actors who used them poorly, but cookies themselves are a great tool when used properly.  We’ve always felt that Google, by ending support of cookies, was really just making a power move to claim and even tighter grip as arbiter of consumer data.

And this week’s article suggests governments feel the same way.

Read More:  Alternatives to Third-Party Cookies

The Downside of Third-Party Cookies

As currently conceived, tracking cookies — like almost anything else in the world — can be used for nefarious purposes by bad actors.  That’s been true from the start, and no matter what ends up replacing them will likely have the same drawbacks.  There is no silver bullet.

Google’s move to end support of third party cookies has pushed a lot of “bottom feeder” marketing strategies — that are not consumer-friendly — to the wayside.  Anticipating getting “cut off,” most of the bad actors have started looking elsewhere for soft targets.

In the meantime, it seems the threat of ending cookies was enough to force some real change in the industry.  And that’s a good thing.


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After 3 decades as a professional marketer, serial entrepreneur and business consultant Steven Ludwig shares his best practices for small business marketing for owners, managers, and marketers with limited time, money, and expertise. Steven started his professional marketing career in broadcasting in the early ‘90s in Chicago after attending Valparaiso University. After a brief stint at an advertising agency specializing in entertainment and sports marketing where he worked with radio and television stations, movie theatre companies, record labels, musicians, and professional sports teams, he moved to Nashville to form The Marketing Group with his long-time business partner, Jim Wood. Having worked with some of the largest brands in the world, in 2010 he returned to local marketing primarily out of an interest and excitement for working with small business owners to build stronger companies. That desire comes out of early days in radio, where he worked closely with everything from car dealerships to restaurants, insurance and real estate agents, banks, home services companies, and specialty retailers of all kinds. Over the past decade, he has been on the bleeding edge of digital marketing technology, constantly seeking to understand complex strategies employed by giant corporations and then translate those capabilities into tactics small businesses can execute at a local level. Today, in addition to other business ventures with his wife and other long-time business partners, he still lives outside Nashville in Franklin, Tennessee and currently serves as Executive Chairman of EmpowerLocal, a digital marketing company building a nationwide network of digital, hyperlocal news and lifestyle publishers to provide efficient advertising opportunities for local, regional, and national brands.


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