Google Cookies: Crumbling or Evolving?

What's happening with Google Cookies?

Imagine the internet as a giant cookie party. Google used to hand out third-party cookies that could follow you everywhere, showing you ads for that cute cat sweater you peeked at, two websites ago. Not everyone appreciates being followed, so in response to calls for increased data privacy, Google is shutting down the free cookie flow by the end of 2024. This means targeted ads might get a little wonky, and personalised experiences might need a makeover.

Why the sudden change of recipe?

Think of it like this: people are starting to realise they're handing out way too much personal information. Privacy concerns are rising, and regulations like GDPR are saying "enough is enough" to tracking without permission. So, Google's ditching the third-party cookies to bake a new, more privacy-friendly online experience.

What does this mean for you, the business owner?

Targeted ads based on cookies might not be as effective anymore. Showing your cat sweater ads to everyone who loves cats? Not so easy. BUT, this is also a chance to shine! By focusing on things like collecting your own customer data (first-party cookies, anyone?) and building trust through transparency, you can win over customers who appreciate their privacy.

So, what should you do to be the MVP of this new online party?

Bake your own cookies: Collect info directly from your customers through your website, emails, and loyalty programs. They'll trust you more, and you'll know exactly who they are (without being creepy).

Try new recipes: Experiment with targeting based on the content people are interested in, not their past cookie crumbs. Explore privacy-focused options like Google's Privacy Sandbox to keep things delicious and ethical.

Be transparent: Tell your customers exactly what you're doing with their data and give them ways to opt out if they want. Honesty is the best policy (and it tastes good too).

Spice things up: Create awesome content and experiences that people genuinely enjoy. Focus on building relationships, not just reaching specific targets. The best ads are the ones people don't even realise ARE ads.

Not sure where to start?

It can be difficult to know whether you should be focussing on your ads distribution, improving your website’s conversion rate, or the customer journey and how you can tighten things up, there.
That’s where we come in.

To book a call with our Director, Sonya, to discuss your best next steps, click the button below.