How Will the Death of 3rd-Party Cookies Impact Visitor Identification?

It looks like Google is (finally) ready to get rid of third-party cookies on Chrome. Supposedly, the move will happen sometime after mid-2024. But the news sparked conversations and concerns among marketers and businesses.

Of course, the same thing happened every other time Google pushed back the date. Still, for the sake of this article, let’s assume they mean business this time.

Understanding the Change

Before we delve into how we’re preparing for this shift, let’s first understand what it means. Third-party cookies are a type of tracking technology.

Advertisers use them to follow users’ online activities. That enables personalized advertising. Consumers like personalized advertising. Enhanced personalization is one of the primary benefits of visitor identification. And, as you’d expect, website visitor identification providers will be impacted by this change.

Google’s decision to phase out third-party cookies means businesses will need to adapt. We’ll all have to find new ways to gather the data we need to provide audiences with a positive experience.

Taking a Proactive Approach

At LeadPost, we have been closely monitoring this issue. Other mainstream browsers like Safari and Firefox have already implemented similar measures. And, as you know, Google has been promising to do this for years.

So we’ve had time to prepare.

Implementing a Solution

We have taken significant steps to ensure the continuity of our service. In fact, we began working on a solution as soon as Google made the first announcement.

So the good news for LeadPost users is that solution is already in place. We began to vet probabilistic match partners into our platform years ago.

Probabilistic matching is a sophisticated approach to identity resolution. The technique leverages statistical algorithms to determine who is visiting your website.

Now, we have multiple highly-vetted partners in place. That means we can continue to provide high-quality data to our users.

Adapting and Innovating

The phase-out of third-party cookies is a significant change. But we see it as an opportunity to innovate and adapt. Since we got in front of the change, we have had plenty of time to test and optimize our updated solution.

We’re confident in our preparedness for this new era of digital marketing. We’ll continue to maintain the high level of service our customers expect.