Hello, Welcome to my official page.
Google just announced not to deprecate third-party cookies anymore
In shock decision, Google abandons third-party cookie deprecation plans
Cookie-less future?
What does it mean for advertising and analytics?
The ongoing changes in third-party cookie handling across browsers will have significant technical implications for advertising and analytics
On Advertising:
- Reduced Cross-Site Targeting: The ability to track users across different websites and build detailed user profiles will diminish. This hinders traditional behavioral targeting methods that rely on third-party cookie data.
- Contextual Targeting Gains Prominence: Advertisers will need to shift towards contextual targeting, where ads are displayed based on the content of the current webpage rather than user tracking. This requires developing algorithms to understand page content and match relevant ads.
- First-Party Data Importance: Advertisers will increasingly rely on first-party data (e.g., user interactions on their own websites, CRM data). Building direct relationships with users and collecting consented data becomes crucial.
- Walled Gardens May Strengthen: Large platforms with significant first-party data (e.g., Google, Facebook) may gain an advantage as they can still provide targeted advertising within their own ecosystems.
On Analytics:
- Attribution Challenges: Measuring the effectiveness of ad campaigns and attributing conversions to specific ads will become more difficult without cross-site tracking.
- Data Gaps: Analytics platforms that heavily relied on third-party cookie data will face gaps in user behavior tracking across websites.
- Probabilistic Modeling: Statistical and probabilistic models may be used to infer user behavior and campaign effectiveness based on incomplete data.
- Focus on Aggregated Data: Analyzing trends and patterns at an aggregated level (e.g., cohort analysis) may gain importance over individual user tracking.