The decline of third-party cookies: but why is it so impactful?
Posted: Thu Feb 13, 2025 3:53 am
Google's news about the end of third-party cookies has literally shaken the world of online advertising, given that Chrome, according to a study published by Statista in 2021, is to date, with more than 65% of users, the most used browser in the world.
But why are third-party cookies so relevant?
Technically, third-party cookies are defined as those set and grafted from domains other than the one the user is browsing .
They are thus used for cross-site profiling of users and allow a high jiangsu mobile number database level of customization of ads with obvious positive implications on:
Remarketing campaigns
Programmatic advertising campaigns
Defining attribution models for evaluating returns on investment.
As one can easily guess, the end of third-party cookies is forcing the world of online advertising to review its models and that of AD Tech to find new solutions capable of circumventing tracking by cookies, also with a view to greater protection of user privacy.
The path is set: the era of “more advanced” targeting is coming to an end.
Following the entry into force of the GDPR and the moves of major players such as Google, it will no longer be possible to carry out advanced profiling activities to support advertising campaigns.
But why are third-party cookies so relevant?
Technically, third-party cookies are defined as those set and grafted from domains other than the one the user is browsing .
They are thus used for cross-site profiling of users and allow a high jiangsu mobile number database level of customization of ads with obvious positive implications on:
Remarketing campaigns
Programmatic advertising campaigns
Defining attribution models for evaluating returns on investment.
As one can easily guess, the end of third-party cookies is forcing the world of online advertising to review its models and that of AD Tech to find new solutions capable of circumventing tracking by cookies, also with a view to greater protection of user privacy.
The path is set: the era of “more advanced” targeting is coming to an end.
Following the entry into force of the GDPR and the moves of major players such as Google, it will no longer be possible to carry out advanced profiling activities to support advertising campaigns.