{"id":93770,"date":"2023-02-25T20:12:00","date_gmt":"2023-02-26T00:12:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=93770"},"modified":"2023-02-26T20:12:38","modified_gmt":"2023-02-27T00:12:38","slug":"why-are-third-party-cookies-going-away","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/why-are-third-party-cookies-going-away\/","title":{"rendered":"Why Are Third-Party Cookies Going Away &#038; What Comes Next?"},"content":{"rendered":"\n<p>Why are third-party cookies going away? What will be the impact? What will replace them?<\/p>\n\n\n\n<p>Many Americans are turning their backs on third-party cookies, which track your information and browsing history across multiple websites. With third-party cookies going away, internet users will enjoy a privacy boon but many businesses and the <a href=\"https:\/\/www.shortform.com\/blog\/advertising-industry\/\">advertising industry<\/a> may not be so fortunate.<\/p>\n\n\n\n<p>Read on to learn why third-party cookies are going away and what experts say will be the impact of their departure.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-death-of-third-party-cookies\">The Death of Third-Party Cookies<\/h2>\n\n\n\n<p>Three decades ago, the birth of cookies launched a <a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2022\/09\/12\/the-slow-death-of-third-party-cookies\/?sh=77a13ef54026\" target=\"_blank\" rel=\"noreferrer noopener\">$600 billion digital advertising industry<\/a>, but today, people are saying \u201cno\u201d to cookies and tech giants Apple, Google, and Mozilla have <a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2022\/09\/12\/the-slow-death-of-third-party-cookies\/?sh=77a13ef54026\" target=\"_blank\" rel=\"noreferrer noopener\">pledged to stop supporting them<\/a>.<\/p>\n\n\n\n<p>What are cookies, why are <em>third-party<\/em> cookies going away, and what will replace them? This article will examine each of these questions.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-are-cookies\">What Are Cookies?<\/h3>\n\n\n\n<p>Cookies are small pieces of data that websites send and store in your browser to monitor your browsing activity.<\/p>\n\n\n\n<p><strong>First-party cookies<\/strong> come from websites you\u2019ve gone out of your way to visit. Most people don\u2019t mind first-party cookies, which pre-populate information like your name and email address in online forms so you don\u2019t have to type them a million times.&nbsp;<\/p>\n\n\n\n<p><strong>Third-party cookies<\/strong>, on the other hand, are more broadly seen as problematic. They come from <a href=\"https:\/\/us.norton.com\/blog\/privacy\/internet-privacy-third-party-cookies#\" target=\"_blank\" rel=\"noreferrer noopener\">websites you <em>haven\u2019t<\/em> chosen to visit<\/a> and function more in a stalking capacity: They track your information and long-term browsing history across multiple websites, then plant ads everywhere you go to get you to buy products or use services you may or may not want.\u00a0<\/p>\n\n\n\n<p>When you visit a website to check out a pair of sneakers you\u2019ve had your eye on, then suddenly they appear in ads on <em>every<\/em> site you visit, that\u2019s the handiwork of third-party cookies.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-why-this-is-the-end-of-the-road\">Why This Is the End of the Road<\/h3>\n\n\n\n<p>Cookies are nearing their final days in large part because of privacy concerns. Globally, <a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2022\/09\/12\/the-slow-death-of-third-party-cookies\/?sh=77a13ef54026\" target=\"_blank\" rel=\"noreferrer noopener\">many have concerns about Big Tech mishandling their personal data<\/a>. The result:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Millions of people have turned to ad blockers<\/strong> to prevent cookies from tracking them, and to web browsers like DuckDuckGo (which doesn\u2019t track <a href=\"https:\/\/www.shortform.com\/blog\/user-behavior\/\">user behavior<\/a>) and Brave (which blocks tracking technologies and third-party cookies) to protect their privacy.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Privacy regulations are limiting companies\u2019 ability to collect and use personal data<\/strong>, including the General Data Protection Regulation and California Consumer Privacy Act.<\/li><\/ul>\n\n\n\n<p>These factors have led America\u2019s largest tech companies to pledge to pull the plug on third-party cookies.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-will-be-the-impact\">What Will Be the Impact?<\/h3>\n\n\n\n<p>Experts say that third-party cookies going away <a href=\"https:\/\/betanews.com\/2022\/06\/09\/end-of-third-party-cookies\/\" target=\"_blank\" rel=\"noreferrer noopener\">will be a boon for people\u2019s privacy<\/a>. But they offer a less rosy forecast for advertisers and businesses, saying that ending cookies will:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2022\/09\/12\/the-slow-death-of-third-party-cookies\/?sh=77a13ef54026\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Weaken advertising and the digital advertising industry<\/strong><\/a>. Without third-party cookies, advertisers will have greater difficulty tracking and targeting ads to users across the web. This will make advertising less effective and diminish the power of the industry overall.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/evolving-digital.com\/resources\/end-of-retargeting-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Make it harder for small businesses to advertise and drive sales<\/strong><\/a>. Most businesses use ad campaigns in two ways: To target existing customers and potential customers. Now that third-party cookies are going away, they\u2019ll have no way to differentiate between the two or market tailored information to each.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Escalate the demise of publishers and quality online content<\/strong>. For many publishers of newspapers and blogs, cookies are a life raft in stormy financial seas. With third-party cookies going away, it will decrease advertisers\u2019 ability to track and target potential customers, making advertising on publishers\u2019 sites less worthwhile.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-tracking-and-advertising-in-a-post-cookie-world\">Tracking and Advertising in a Post-Cookie World<\/h3>\n\n\n\n<p>Some experts say that, with third-party cookies going away, it will make advertising less effective in the short run, but that new strategies can help businesses collect user data that\u2019s more specific and accurate than what cookies provide\u2014and laden with none of the privacy issues. With <a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2022\/09\/12\/the-slow-death-of-third-party-cookies\/?sh=77a13ef54026\" target=\"_blank\" rel=\"noreferrer noopener\">\u201czero-party data,\u201d<\/a> users voluntarily share information with companies\u2014like their preferences and interests\u2014both directly and through surveys, polls and quizzes, offering businesses an opportunity to engage customers differently.<\/p>\n\n\n\n<p>Exactly what will replace cookies isn\u2019t clear, but experts say you can be sure that advertisers will <a href=\"https:\/\/venturebeat.com\/ai\/ai-could-help-advertisers-recover-from-loss-of-third-party-cookies\/\" target=\"_blank\" rel=\"noreferrer noopener\">find creative ways<\/a> to recoup their pending losses.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why are third-party cookies going away? What will be the impact? What will replace them? Many Americans are turning their backs on third-party cookies, which track your information and browsing history across multiple websites. With third-party cookies going away, internet users will enjoy a privacy boon but many businesses and the advertising industry may not be so fortunate. Read on to learn why third-party cookies are going away and what experts say will be the impact of their departure.<\/p>\n","protected":false},"author":19,"featured_media":78814,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,24],"tags":[727],"class_list":["post-93770","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-society","tag-articles","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Are Third-Party Cookies Going Away &amp; What Comes Next? - Shortform Books<\/title>\n<meta name=\"description\" content=\"Why are third-party cookies going away? 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