Third-party cookie deprecation | What it means for data privacy

What is a third-party cookie? Whenever we enter a website, we leave something called “cookies.” Simply put, it is a slight trace (in the form of data) that says, “I was here, during this and that.” These traces tell an IP owner a lot about us (our username, in most cases, where we are, our entire demographic profile, how long we spent on a website, what we did, etc.).

Although it may seem harmless, this is a significant issue regarding the depreciation of third-party cookies. That is why I will explain in this article how these traces behave and how poor management of them can be dangerous for users.

I want to clarify that it is an indispensable element of a marketing strategy and, voluntarily or involuntarily, it is collectable data necessary for the functioning of a data capture campaign, SEO, email marketing, ads, audience targeting, and many other strategies that require user data.

What is a third-party cookie?

Third-party cookies are small data files stored in users’ browsers by domains other than the ones they visit. 

This information is crucial for marketers and advertisers. It helps them gather user information to better understand how users behave and how to present content online. Analytics platforms enable marketers and sellers to track user behavior across multiple websites, facilitating targeted ad campaigns and personalized experiences.

Although it is valuable data for personalizing our experience and offering better services, irresponsible use can lead to problems with the deprecation of third-party cookies. For example:

• Leakage of sensitive information.
• Vulnerabilization of online data.
• Possible leakage of malware profiles.
• Sale and irresponsible use of personal data on the Internet.

Why are third-party cookies being phased out?

Just as a website owner is interested in knowing what we do on a website, other companies are also interested in obtaining this data. 

This type of information provides technology companies with better insights into online user behavior. There are many measures to provide better online protection, but it remains a significant threat on the Internet.

Also, the end of third-party cookies will disrupt:

• Ad targeting: Retargeting and behavioral segmentation will become less precise.
• Attribution models: Marketers will struggle to track multi-touch conversions.
• Programmatic advertising: Ad exchanges relying on cross-site data will need alternatives.

Who checks your data?

Ideally, only an IP manager and a URL should have access to your data. But, in reality, many agents are involved. Here are some of them:

Historically, 

• Ad networks, data brokers, and analytics platforms.
• Retarget users with personalized ads.
• Build detailed consumer profiles without direct user consent.
• Deprecation means these companies will lose access to vast behavioral data.

How can you prepare?

Regarding digital security, it is recommended to use third-party cookies with caution to minimize the risk to the user. Among them, we mention:

• You should strengthen first-party data collection strategies.
• Optimize contextual advertising approaches.
• Test privacy-compliant solutions like Google’s Privacy Sandbox.
• Educate customers on data privacy to build trust.

Almost all platforms that use a CMS  and a hosting service must, almost by definition, use third-party cookies. Also, regulations in different countries require them to establish guidelines. They collect information about users who enter our website.

Here we enter a somewhat murky area of marketing. All marketing analysts have access to certain public data from digital platforms and profiles. Depending on the interactions of an account or user, it is possible to see a considerable volume of data. This is where we must act responsibly and focus only on specific data relevant to our campaigns: general demographic information or data useful for our advertising campaigns.