Google is chucking out third-party cookies, with some in the ad world in a tizz, but CMS tech makers Storyblok reckon it’s a good thing for making customer experiences more bang on.
Google’s been binning these cookies in Chrome for about 30 million people—about a per cent of the world’s population. It’s all part of their Privacy Sandbox moves, which aim to stop websites from tracking us as we browse the internet. Google is following in the footsteps of Safari, Apple, and Firefox.
The whole cookie-ditching plan has been pushed back to early 2025, and people are worried about what this means for tracking users and serving those pesky targeted ads.
Storyblok is all for it. They say it’s high time the martech industry got on board with the change, which could be a win for the web and digital experiences down the road.
Storyblok engineering boss Sebastian Gierlinger (pictured) said it was easy to see why the martech world has been so apprehensive about the ‘death of third-party cookies’. After all, these data points are the bedrock of any marketing strategy.
Not only do they enable brands to track users across the web and build customer profiles to create hyper-personalised content sent at more appropriate times and at a frequency that suits the receiver, but they are also one of the few ways marketers can assess the effectiveness of their campaigns. Essentially, it means we must recalibrate what data we gather, how we use it, and how we engage with existing and potential customers.
“However, while undoubtedly disruptive, that is not necessarily to say it’s a bad thing. More than ever, consumers want to exercise greater control over their online privacy. They want to choose whom they give their data to if it means a better service. Google’s cookie deprecation showcases this position. In essence, being tasked with delivering more relevant experiences with less customer data allows brands to build stronger relationships with consumers by prioritising trust and transparency in data practices.
“Giving preference to first-party data plays into this too. Ultimately, what better way to forge long-lasting relationships with customers built on transparency and trust than by using data they have willingly shared with you?
“Another positive is that a reduced reliance on cookies will likely spur even greater focus on creativity. Without the safety net afforded by hyper-targeting, brands will be keen to place even sharper focus on creating meaningful, memorable online experiences to attract and retain customer attention organically.”
Sebastian added, “Undoubtedly, a third-party cookie-free future will result in monumental changes to modern marketing. However, the reality is that if they hadn’t been overexploited in the first place, we would not need to adapt policy, and I very much support the change from a privacy point of view.
“In this way, it shouldn’t be something to fear but rather embrace. Against the backdrop of new trends in AI, the metaverse, and omnichannel experiences, it’s a hugely exciting time for the marketing space. By using the impetus of this change to redefine digital strategy, brands can seek to forge deeper connections by engaging with customers and prospects in more meaningful and trustworthy ways.”
