How to Survive the Death of Third Party Cookies

Wondering what the future of digital advertising looks like with 3rd party cookies going away? Terminus has been preparing for a cookie-less world for years and now we’re sharing more about Priority Ad Groups and B2B Unified ID in this educational interactive guide.

Understanding Display Advertising for B2B Marketing

Everything your go-to-market team needs in an advertising platform (and much more)!

Terminus gives you more ways to put your brand in front of exactly the right people, no matter where they are. Learn more by watching the overview video or visiting our product tour page.

Terminus is Fueling Go-to-Market Teams in a Post-Cookie World

4 Things About Advertising That Don’t Need to Be Said (but We’re Saying Them Anyway)

A New Advertising Channel with 100% Targeting Accuracy: Employee Email

Third Party Cookies

If you’ve only recently heard about third party cookies, you probably have a lot of questions, and this guide is designed to cover the essentials. Let’s start with, what are third party cookies? Third party cookies are cookies stored under a different domain than the one you are using. Google ads are a third party cookies example that most web users encounter everyday. When you click on a Google ad, Google uses cookie based tracking to make a note that you visited that site. Other examples of third party cookies include a “like button” on one website that saves your like to your Facebook account or a website that uses a third-party service to provide chat support.

Now let’s look at how third party cookies work. With third party cookies advertising, you may search for a certain information on a website, and your browser tracks that search so that it can decide which ads to show you. For example, if you’re on a website that sells cars and you search for a “Subaru legacy” third party cookies advertising will show you ads for that car when you’re on other sites.

So, are third party cookies dangerous? Why are third party cookies bad? In short, they are not dangerous or bad. However, some consumers do not like them due to privacy concerns, and they may think to themselves, “Should I disable third party cookies?” Ultimately, that is a personal decision, and you may want to learn how to do a third party cookie check so you can see which sites use them. Whether you enable third party cookies or not, at least first consider the pros and cons of each side

Third party cookies can be very valuable for marketers because they allow you to target advertisements to the most effective audience. If you’re in marketing, you should learn how to set third party cookies and how to enable third party cookies.

3rd Party Cookies

Now let’s look at first party vs third party cookies. First party cookies store information on the site you are visiting, and a first party cookies example is when you create a search for a product on a website and it remembers your search when you return to the website. Another example is when you fill up your shopping cart on an ecommerce website, and it saves the items when you return to the site.

Obviously, the main difference between first party vs third party cookies is the site that stores the information. Again, with first party cookies, the site you’re using is saving the information, and with 3rd party cookies, a third-party site is saving information from the site you are using.

However, these cookies are also viewed differently by lawmakers, tech companies, and others. First party cookie tracking is considered to be much more palatable than third party cookies. In fact, some browsers have banned the use of third party cookies, but others such as Google, in particular, rely on their use to generate profits and make decisions about ads.

However, even Google plans to ban third-party cookies by 2022. That announcement may make you wonder are first party cookies going away, and the answer is not likely. However, even once third party cookies go away, there may still be some data sharing between companies in the form of second party cookies.

3rd Party Cookies Going Away

In this section, we’re going to take a deeper look at the idea of 3rd party cookies going away. So, when are third party cookies going away? Well, the answer to this question varies. As indicated above, some companies have already quit using third party cookies 2021, meaning the demise of cookies has already started.

Additionally, Google has committed to banning third party cookies by 2022, and this means that third party cookies are likely to be completely out of the marketplace by that year. This decision from the market share leader of web browsers is frightening many marketers. With cookies going away 2022, marketers aren’t sure how they are going to continue audience targeting without cookies. They’re wondering what will replace third party cookies after the collapse of third party cookies.

In some cases, they’re also wondering when are cookies going away in general, and it’s important to note that banning third party cookies is just the beginning. Ultimately, the industry is going to move away from cookies completely. Luckily, even in the wake of the “cookie apocalypse”, there are still options marketers can use to produce effective, targeted advertising. They include using IP info, unified ID details, contextual data, and info from emails and chats.

Third Party Cookies Alternative

Ideally, marketers need to start preparing now. They should start looking for alternatives to cookie tracking as soon as possible. If you wait until Google has banned third party cookies to learn about alternatives to web cookies, you will be behind the game, and your business will suffer.

While studying up on this concept, make sure that you look for more than one third party cookies alternative. Some of the most prominent alternatives to web cookies include looking at the visitor’s IP address to determine their location, using Unified ID 2.0 to find out more about the visitor’s identity, analyzing contextual details, and leveraging information found in emails and chat history.

Ultimately, when searching for an alternative for cookies, you want to find something that can work in your situation or for your particular application. For instance, if you want an alternative to document cookie, you need something that can find information related to a particular document. But if you use a lot of third party cookies, you may want to look for alternatives to 3rd party cookies that can help you utilize information from other sites. Similarly, an effective alternative to tracking cookies may involve leveraging methods that help you learn more about visitors who come to your site.

End of Third Party Cookies

The end of third party cookies has been on the horizon for a while, but the announcement of Google cookies going away has really pounded the nails into the cookie coffin. Google is one of the biggest tech companies on the planet, and approximately, two-thirds of internet activity happens in the Chrome browser. As a result of the popularity of this browser, Google plays a very significant role in shaping the job of online marketers.

Many digital marketers have spent years refining their approach to Google cookies settings, and with the Google cookie announcement that Google third party cookies will be a thing of the past after 2021, many marketers are scrambling to make a plan for this new reality. Dealing with the difference between the Google third party cookies 2021 rule and the Google third party cookies 2022 rule, is going to be challenging, but as you know, dealing with changes is a big part of working in digital marketing. You need to be nimble and flexible to thrive and survive in this realm.

So what does the Google third party cookies announcement mean for you? What should you do to prepare for Google to phase out third party cookies? First, figure out what you will be able to do. For example, if you rely on third party cookies Google analytics, you need to figure out is Google analytics a first party cookie or is Google analytics a third party cookie? The short answer is that they are first party cookies.

Death of Third Party Cookies

The death of third party cookies has brought cookies into the public eye again, and many people want to know how to stop their browsers or the websites they visit from using cookies. Often, when you visit a website, it will let you know that it uses cookies, and you can click that you agree or don’t agree.

However, you may want to go a step further and look at Chrome settings cookies and figure out how to enable cookies Chrome, delete cookies Chrome, or make other changes to your Chrome third party cookies preferences. Simply, start by going to settings on your Chrome browser. Then, find “site settings” under “privacy and security”, and once there, you should see an option to disable or enable third party cookies Chrome. This doesn’t just disable third party cookies Chrome, it also should disable first party cookies as well.

The process is about the same regardless of the device or operating system you’re using. In other words, if you want to enable third party cookies Android chrome, enable third party cookies Chrome Windows 10, disable third party cookies Chrome iPad, enable third party cookies chrome iPhone, enable third party cookies Safari, enable third party cookies Safari iPhone, or make other changes, you just need to find your browser settings on that device and start the enable third party cookies Safari process.

If you need specific instructions on how to enable cookies Safari iPhone or how to disable or enable third party cookies Safari iPad, you need to do a search that is as detailed as possible in relation to Safari third party cookies, Safari first party cookies, Safari intelligent tracking prevention, Safari third party cookies blocked, Safari 3rd party cookies workaround, or whatever issue you’re facing. However, once the new Chrome third party cookies 2022 rule comes in, you won’t have to worry about these issues as much.

Alternatives to Third Party Cookies

As indicated above, the way that third party cookies work varies based on the browser you use. Many browsers stopped allowing third party cookies some time ago. In fact, a lot of people want to know when did Safari block 3rd party cookies? And the answer is at the beginning of 2020, but the browser has been banning practices related to cookies for years before that. The timeline is similar for many other browsers.

Google is transitioning to a privacy sandbox type of set up, and Apple is following suit with the way that the Apple ITP (Intelligent Tracking Prevention) deals with Apple third party cookies. Both of these measures will give marketers the tools they need to do targeted marketing, while respecting the privacy of web users. Similarly, the rules for third party cookies Firefox and third party cookies iPhone also vary, and as a marketer, you need to understand the challenges of working in all of these browsers.

In all cases, the digital marketing landscape is changing (again), and you need to know how to leverage an alternative to cookies in JavaScript and other web programming languages. Hopefully, while reading this post, you learned about some ideas on alternatives to third party cookies, but you should continue to do more research. As cookies continue to be phased out, more techniques will be developed, and the Terminus Resource Hub has a lot of great ideas and resources to help you get started. Keep exploring the site to learn more about alternatives to third-party cookies and to learn about other critical digital marketing concepts.

Ready to get started?

Let's Go!