Google’s Chrome browser will stop supporting third-party cookies in early 2022.
Whist Internet Explore and Edge as well as Apple Safari have done this for a while, Chrome which is the most popular browser by far will have the most significant effect on digital marketing. The goal of this change from Google is to protect against unauthorized tracking of individuals across the web. What this will mean is that without third party cookies, marketers will need to find new ways to gather information on how people are engaging with websites.
ProFundCom has dealt with this, and the team has developed a first-party tracking service that allows our clients to track digital behaviours.
The idea of privacy is a noble one and we support it. And whilst cookies are generally used to provide a better user experience, they can also be used to break privacy rules and even worse open up the browser to security breaches.
In this new world where no cookies will exist, first-party tracking will maximise the analytical data that is collected whilst at the same time preserving security and privacy. In essence, only cookies hosted on a single domain (first-party cookies) will be tracked and ProFundCom has built a solution that does not change the reporting or analytics that we collect in the platform.