Still data from your cookies?

3rd party cookies will be terminated by Google in Chrome (as they already are for many other browsers) in 2024. Google announced this in early 2020 . What does this mean and yet how do you extract data from cookies in the coming time?

Brief summary

Note! The end of 3rd party cookies does not mean the end of tracking.

In fact, 3rd party cookies are not the only tracking technologies. Replacement technologies are already widely in use.

Thus, the need for asking permission (consent) for Google cookies, among other things, remains.

Current technologies that can track information just like 3rd party cookies include: Local Storage, IndexedDB, Web SQL and any other technology that allows data to be stored on the user’s device.

As an example, we see that browsers such as Safari have been blocking 3rd party cookies for years, but trackers are deployed with workarounds to achieve the same result of collecting data.

Collecting data will require consent now and in the future, regardless of the technology used.

So, now that we know that, we can go a little deeper into it and look at how you can continue to work with cookies and trackers to fulfill your online goals.

Cookies and trackers

Looking at cookies, first-party cookies will still work in browsers that block third-party cookies. Consent will be required in most cases, unless the cookie is “strictly necessary” for the operation of a Web site.

Google’s plan to phase out third-party cookies is part of a larger strategy to create a privacy sandbox with open standards in which users can be tracked while maintaining privacy. (For example, with the new browser APIs such as “trust tokens,” link at the bottom of this blog).

Some of these new standards are likely to improve tracking capabilities. New technologies (such as trust tokens) will create a higher level of security around re-identification of users solving challenges around tracking precision and ad fraud by bots (2 main pain points).

But even if they soon replace third-party cookies in Chrome, trust tokens do not exist in a vacuum.

There are numerous ways to establish a user’s identity across Web sites. This does not mean that when Chrome, Safari and other browsers stop using third-party cookies and other tracking techniques, trust tokens directly contribute to better privacy protection. Indeed, they will contribute to more opportunities for the adtech industry an interesting development.

With this in mind, you will understand that consent remains relevant.

Consent now and in the future

Note 2! The end of 3rd party cookies does not mean the end of consent.

On the contrary, your website will still have to ask for and obtain permission from users to store data, in the browser. No matter what technology is used: third-party cookies, local storage or a trust token.

Your website should still inform your users about what technology is being used to collect personal data. This includes the provider, objective and duration to then document the consent given and renew at least annually.

Consent is the platform to enable compliant tracking today and in the future.

Consent is not only the foundation of most data privacy laws, it is becoming more and more central to the adtech industry. Take, for example, the launch of Google Consent Mode in September 2020. (more on this later in the blog).

It allows the use of all Google services depending on the consent given by the user. This balances compliance with tracking enabled by consent.

Google Consent Mode is thus a clear signal from one of the largest tech companies in the world. It thus wants to move the adtech industry toward consent. Thus, a healthy balance can be struck between digital ads and data privacy.

So despite third-party cookies disappearing in Chrome (and other browsers) in the next few years, consent will be central to Google and others. This makes integration with tracking technologies of tomorrow more integrated with the adtech industry.

Is there a need for Consent Management Platforms in 2 years?

If you have read the above – simply yes.

At CookieInfo, we use Cookiebot. This is a consent management platform (CMP) that — contrary to what its name suggests — manages consent to process personal data through a multitude of technologies. This is not limited to third-party cookies!

A cookie is simply the most familiar name for a multitude of technologies available today for tracking and monitoring online users.

Most of these are already detected by Cookiebot to ensure transparent consent from your website users.

Cookiebot scans, detects and monitors all Local Storage, IndexedDB, ultrasound beacons, pixel tags, Silverlight Isolated Storage, HTML5 Local Storage and many other tracking technologies in use on the Internet.

In a future without third-party cookies, Cookiebot will detect any other technology such as Google’s proposed browser APIs for conversion measurement, remarketing and real-time ad auctions.

The Cookiebot consent management platform works by simulating how multiple users use your website (clicking, scrolling and doing everything people do on a website) in order to trigger all cookies and trackers in use on your website.

Then Cookiebot will block all trackers until the user can make an informed choice in which cookies to accept based on the cookie notification.

This enables Cookiebot to be compliant with EU GDPR, California’s CCPA, Brazil’s LGPD and more.

So how can you move forward with your cookies in the near future?

If consent remains necessary now and in the future, you will continue to work with a consent management system such as Cookiebot.

The challenge is in being able to have quality data to secure your online goals.

As Google introduced Google Consent Mode in September, other ad platforms and technologies will follow suit. We’ll keep an eye on it for you.

If you are already working with Google Ads and Google Analytics, Google Consent Mode is an interesting starting point for now.

Google Consent Mode

Google Consent Mode is a new way to measure conversions and gather analytical insights on your website while being fully GDPR compliant when using services such as Google Analytics, Google Tag Manager (GTM) and Google Ads.

Google Consent Mode allows you to use the services on your website in a simple way, based on the consent of your end users.

Why is this a “Big Deal”?

In short, Google Consent Mode bridges the gap between privacy and data-driven online advertising by ensuring that your websites analytics and marketing can function seamlessly based on the cookie consent (permission) given by your website visitor.

Finding out which conversions are coming from which campaigns is important for you as an advertiser. It helps you optimize campaign “bids” and allocate budgets to the best-performing campaigns.

Google Consent Mode allows advertisers to gain better insight into conversion data, while Google tags help ensure that conversions match the user’s permission (consent) for advertising cookies.

Better data?

If you want even better data (consent on cookies) on top of the data Google Consent Mode has available for you, then high opt-in rates on your cookie banner remain interesting.

We have therefore developed the CookieInfo custom banners that enable high opt-in rates (up to 95%).

These cookie banners work fine in conjunction with Google Consent Mode. It gives us confidence that the underlying Cookiebot technology is the right choice for us for now and the future.

• How to achieve high opt-in rates on your cookie banner can be read in our Marketing Cookie Guide.
• You can view the CookieInfo custom banners here.
• Learn more about Google Consent Mode capabilities (Blog).
• Learn more about Trust Tokes (external website).

Even better data?

Third-party cookies are a superpower for marketers, but a nightmare for Internet users’ privacy. More and more browsers, software and smartphones are blocking third-party cookies. By 2024, all major parties will block these types of cookies. Server side tagging is the solution to keep your tracking 100% accurate.

Blocking third-party cookies already reduces data by 10-30%. Platforms like Facebook and Google are algorithm-driven. The more marketing data you send to these platforms, the more results you can get.

With server side tagging, you maintain complete control over what data is shared with what software. In addition, you can filter out specific personal data from the tracking.

Learn more about Server Side Tagging

• How to become a DataMeister read our“Guide to GDPR proof server side tagging“
• You can view the CookieInfo – DataMeister solution here.
• You can read more background on server side tagging here (Blog).

All in all, this remains a fascinating topic.

With the right ingredients and insights, you can continue to use third-party cookies for now. In the meantime, you can start trying new technologies and all while respecting the privacy of your website users. Consent is the key word in this.

Do you have questions or additional insights about third-party cookies? We would like to hear from you.