What Is a Third Party Cookies? Why Is Google Trying to Kill It?

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What Is a Third Party Cookies? Why Is Google
Trying to Kill It?

• Ever observed how a few ads follow you across the
  websites? These advertisements usually are of
  products you have browsed earlier. You must have
  also observed how few websites store your account
  information even the products you left in their
  cart Cookies are responsible for these little
  stunts.
• And naturally, the news of Googles plan to kill
  the third party cookie has sent nothing less than
  a shock wave into the digital marketing industry.
  And that is how important third party cookies can
  be for the digital marketing industry.But what
  is a cookie? What is a third-party cookie? Why is
  Google trying to get rid of it? Our Digital
  Marketers at Samskriti Business Solutions are
  here to answer. Read on to know everything

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What is a Cookie?

• Every noticed a dialogue box that appears as you
  browse a new website?  Its the cookie policy of
  the website which dozily you click on accept and
  continue your browsing. As you accept the policy,
  the specific website now inserts a piece of code
  into your system, say like a tracker in
  marketing jargon, it is called a first-party
  cookie.
•  For example, let us assume that you have
  accepted a cookie policy of an e-commerce
  website. Now using the cookie, an eCommerce
  website in general can track the items you
  clicked, record the items you have put in the
  shopping cart, the page you have visited and in
  essence, it can record your overall activity on
  their website from start to finish.

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What is a Cookie?

• The e-commerce website uses cookies to improve
  the experience it provides to its users. Since a
  cookie tracks the user activity in the website,
  it helps the website show the right products
  based on the users interest and helps them all
  along your journey.
• Now comes the third-party cookie which is an
  advanced version of a regular cookie.

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What is a Third-party Cookie?

• Unlike a first party cookie (mentioned above)
  which was placed in your browser by the specific
  website, a third party is placed by the
  advertising platforms.
• Take Google double click network for example. If
  you have looked for t-shirt for an e-commerce
  website that is on the Google network (most of
  them are), the ad for the same apparel appears on
  another website to remind and retarget the user.
• While a first party cookie identifies the users
  and tracks their activity on a specific website,
  a third party cookie identifies the users and
  tracks them across different websites. The most
  common use of this cross-site tracking is
  retargeting. They are common tools for the
  advertisers to track the online activity of the
  users, segment them and leverage behavioural
  targeting.

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So why is Google killing the third party cookie?

• Googles the largest digital advertising platform
  and owns an entire ecosystem that makes it the
  most lucrative business for them. However, there
  have been growing concerns among users about data
  privacy. Browsers like Firefox, Safari and Brave
  already blocked the third party cookies and not
  pulling the switch could be detrimental for
  Google.
• But thats not all about it Google is no plans
  to stop tracking all together. Third party
  cookies will be replaced by a new tracking
  ecosystem called FLoC which however doesnt
  individually track the users but segments them
  into groups for based on their interests, for
  marketing purposes. This system may even further
  beef up the power Google has on its users and
  reduces the power of ad networks.

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So why is Google killing the third party cookie?

• FLoC is a win-win for Google in terms of
  increasing their hold over the audience and also
  pacifying the privacy concerns of the users. So
  what is the future of digital marketing
  services in a cookie-less world you ask?  Lets
  discuss it in our next blog. That said, at
  Samskriti we closely observe the present and
  anticipate the future and craft effective digital
  marketing strategies for businesses for improved
  marketing performance and ROI. So if you are a
  business looking for Digital Marketing Services
  in Hyderabad, you can contact Samskriti Business
  Solutions

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