The Last Bite: Farewell to 3P cookies
Wait.. This post isn't about breakfast? That's disappointing!
Believe it or not, however important the first meal of the day becomes (thanks to the marketing genius of cereal manufacturers), these cookies are more important. But aren't cookies supposed to be good for us? Well, it depends on how many you eat and what kind.
What kind of cookies leave a good taste?
Technically, all kinds of cookies "help improve your app experience". 1st party cookies make sure your precious dresses added in your cart 4 hours before Flipkart's Big Billion Days stay in the cart. These are stored on your browser by the website you are using. Neat, right?
3rd party cookies make sure your leisure reading on how good an Ibiza pool party can be is followed by Instagram reels on best party places in Ibiza.
Wait, what?? If this is the first time you have realised this, you are late to the party. These are stored by a 3rd-party plugins on the website (heard of Facebook login?) to follow you around wherever you go.
(Don't) Think about all the websites you've visited and what kind of behaviour have you shown that can be codified into these tasty bites
领英推荐
I want healthy non-stalker cookies, what do I do?
Well, thanks to our well-wishers, you don't have to do much. Few browsers like Safari and Firefox have already set defaults to block 3P cookies. But 62% internet users on Google Chrome are still exposed. Google plans to experiment with its privacy sandbox in 2024 before making it a default for all users. Question is do you change browsers or block 3P cookies actively after reading this?
Needless to say, blocking 3P cookies will make you miss being the centre of attention for all stalker websites out there. What happens to the ads business that revolves around your attention?
Advertisers must be concerned, right?
Of course they are. But the real question is whether publishers who depend on 3P cookies to sell their ad inventories are concerned enough? Are they ready to live in a world where the convenience of 3P cookies is no longer available? According to an expert panel in Advertising Week Europe 2023, a vast majority is not ready for the impact.
This change puts power back in the hands of institutions that hold rich first-party data. A smart publisher will start building their own user profiles based on user actions on their platforms. Others will hold on to the hope that companies who have already built rich insights about user behaviour will devise privacy safe ways to share information with them for a price. Who are these companies you wonder? Ask yourself, you already know the answer.
<> -- <> -- <> -- <> -- <>
Liked what you read? Have something to add? Get in touch for a conversation. Worst case we can grab our popcorn and watch how this drama unfolds
Solving Rural Healthcare | Ex Product @Flipkart | IIT KGP
1 年??