The Impact of Google Phasing Out Third-Party Cookies on Digital Marketers and Affiliate Marketing

Google’s Plan to Phase Out Third-Party Cookies in Chrome by 2024: Impact on Digital Marketers and Affiliate Marketing

Google recently announced its plan to completely phase out third-party cookies in Chrome by the third quarter of 2024. This decision follows a trial phase that began on January 4th, 2024, affecting 1% of users. The tech giant is advising developers to adapt their websites to function without third-party cookies in line with their guidelines.

The elimination of third-party cookies in Chrome will have significant implications for marketers. Traditionally, marketers have relied on these cookies for tracking user behavior across different websites, collecting data for targeted advertising, and personalizing user experiences. With the removal of these cookies, marketers will need to find alternative ways to gather this information.

There will be a shift towards first-party data, collected directly from users through interactions with a brand’s own digital properties. Marketers will need to strengthen their strategies to collect and utilize this type of data. Additionally, the change aligns with a broader industry shift towards enhancing user privacy, requiring marketers to develop strategies that respect user privacy and comply with regulations like GDPR and CCPA.

The rise of contextual advertising, which targets ads based on the content of the website rather than user behavior, may see a resurgence. Marketers may need to invest in new technologies and platforms that offer alternative tracking and targeting methods, such as Customer Data Platforms (CDPs) or new identifiers that are privacy-compliant.

The impact on affiliate marketing will also be significant. Affiliate marketing heavily relies on cookies to track user clicks and purchases, and without third-party cookies, tracking the user journey becomes more complex. Affiliates and merchants will need to shift towards using first-party data for tracking and may need to adopt new technologies or methods for tracking and attributing sales.

Overall, while the removal of third-party cookies presents challenges for both digital marketers and affiliate marketers, it also encourages the industry to evolve towards more privacy-friendly and user-centric approaches. This evolution may lead to more sustainable and trustworthy marketing practices in the long term.

To learn more about the impact of third-party cookie deprecation on the affiliate marketing industry, you can catch up on the Cookie Deprecation Webinar recap from Q4 of 2023. Additionally, don’t miss the opportunity to register for the AMPLIFY Summit 2024, where top figures in the affiliate marketing industry will come together for two days of live-streamed talks, workshops, and masterclasses. Register for your VIP ticket now to access all the exclusive content and networking sessions.