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User Tracking: Deprecation of Third-Party Cookies Spur Development of Next-Generation Trackers
How many times have you agreed to the use of cookies on web sites in order to get access to them? Most likely, more times than you can remember.
That will likely change within the next year. Beginning in 2022, Google Chrome will no longer support third-party cookies. But that’s not giving data privacy advocates cause to cheer just yet. Google’s business model is based on user tracking. While the use of cookies may be soon deprecated, there are alternatives being created to replace them.
One option being investigated is a trust token. Trust tokens can authenticate a user but without knowing their identity.
Another option is the use of location data. Web access is increasingly shifting towards mobile rather than desktop access. Location data can help identify users and provide personalization and audience segmentation.
Matthew Howells-Barby, HubSpot’s Director of Acquisition, said that “this move, while good for consumer privacy (in theory) is likely going to hurt most of the third-party ad platforms that utilize these cookies to generate revenue. The big question behind all of this for me is what’s motivating Google to phase third-party cookies out? Is it to improve privacy for the end-user or is it to gain a further grip on the ad market by forcing the adoption of Chrome’s own first-party cookie, which would likely result in many of those dollars being previously spent on third-party platforms to move in Google’s bottom line.”
