As we all know, SEO is changing every day. Recently, we talked about the postponement of Google's new algorithm. Today, we will detail more about the removal of the third-party cookie in 2022.

As Google has had a major list of lawsuits, such as the anti-trust one, this move is a regular step to create a ´´net environment´´, The net approach is intended to be managed towards transparency and search equality.

Safari launched the Safari Intelligent Tracking Prevention (ITP) update on March 23, 2020. Firefox launched its Enhanced Tracking Protection feature in  September 2019 to allow users from third-party tracking cookies.

User privacy from Google

Google has declared that it won´t use identifiers anymore and it is working on a ´´Privacy Sandbox´´to make sure that publishers, advertisers and consumers will find a way to make use of data control, access and tracking. The plan is to protect anonymity while handing over the results to the advertisers and publishers. The Privacy Sandbox will allow the FLoC API which can help with the advertising on the internet. Google will not make use of fingerprints, PII graphs based on people's email addresses that other browsers are using. Google will advance towards an audience that is specific to Facebook´s model which will group the users or profiling.

First-party data still exists

Google has clusters of archival, unique data that they have stored and mastered over the years and from their platforms and services. Below you will find more statistics that give you a clear image of the situation:

(You can find more information on this here.)

Furthermore, Google already has access to your:

  • Address
  • Your browsing search history
  • The debit card which appears on Google Pay
  • Data from businesses ( approximately 2.9 million) that use Google services
  • Your gadget microphone
  • Mobile keyboard
  • Applications that you can download from Google Playstore and you grant them access to
  • Device camera
Google´s agreement to remove the third-party cookies dropped The Trade Desk´s stock by 20 per cent

On one hand, Google's decision to drop third-party cookies brought a shock to the Trade Desk which caused a 20 per cent drop in their stock value. The Trade Desk is the largest demand-side platform and Google´s decision killed the demand for the Trade Desk´s proprietary Unified ID 1.0 - a unique asset that removed the need for cookie-syncing process and brought a match rate accuracy to 99 per cent.

On the other hand, Google´s announcement of not using PII is also affecting the outcome of The Trade Desk´s Unified 2.0, which already has more than 50 million users.
Wait a second, what exactly is a cookie?

    Cookies are small pieces of data inserted on a user's computer or another device by a web browser while the user is browsing a website. Users do not like them as they are being tracked on the web.

Below some stats:

  • 72 per cent of the people believe that almost everything that they are doing online is being followed by people working in advertising, technology or other third party companies

  • 81 per cent say that the most likely risks are of data collection, which can counterbalance their advantages 
Important aspects which will arise

The removal of the third-party cookie is bringing new debates for advertising clarity, a new and fresh version of the web, with more privacy compliance.

Below you will find the advantages of this thing:

  • Ethical consumer targeting
  • Adtech companies collaborating to find ways that respect their audience’s privacy
  • A more private, personalized web
  • More conversations around how much and what data collection is ethical
  • More user-led choices
  • The rise in the usage of different browsers
  • Incentivizing users to voluntarily share their data
  • Better use of technology for good
What are the third-party cookies substitutes?

First of all, publisher walled gardens are a good foundation for publicists who are searching for third-party cookie replacements. The disadvantage is that this alternative is not very cheap, but it is possible to look for publishers with audiences that actively coordinate with your private customer base. As a result, these sources of data are usually validated and are an accurate source of design data to use the moment you build your database.
1. Make use of second-party data

Second-party data can offer authentic audience targeting for advertisers to substitute third-party cookies. This type of data is handy for recognizing different types of persons in  a typical industry or those ones with a common job title.

In a similar way, by assimilating second-party data with your updated digital marketing strategy can build strong cases or provide a powerful base for sequential messaging.

As second-party data can be very expensive, try to associate with advertisers and providers to keep the costs as cheap as you can. As a bonus, this will allow you to analyse and make use of different types of data in many ways.

2. Implement mobile ad ID targeting (MAID)

MAID targeting is built on a private identifier mixed with a user´s mobile device operating system. MAID was always the foundation to target applications as they are privacy-compliant and distribute a great way to divide audiences based on behaviours and activities. The removal of third-party cookies will bring the use of the audiences across channels.

3. Make use of unified ID solutions
The removal of third-party cookies doesn´t mean the end of your marketing or advertising campaign.
You can find a full range of intuitive solutions that bring more audience with high control for advertisers and increased privacy for  Internet users. Few companies are already working collaboratively to create Unified ID solutions which will modernize the audience targeting and measurement.
The aim of these alternatives is to help the user collect information, such as email addresses, as a way to get more free content. These addresses will be uncorrupted IDs which are transferred to advertisers. In case advertisers accept uncorrupted identity products, they will provide a viable solution to an overreliance on walled gardens.

The removal of third-party cookies will definitely cause a massive revolution in the online digital world, but for sure it is for the best. Their disappearance makes space for substitutes for third-party cookies which can bring a better user experience for marketers and the audiences they are looking to target.