In this episode of the Healthtech Marketing Show, host Adam Turinas interviews digital marketing expert Paul Vandre on what is happening in 2024 with first party vs third party cookies:
- What cookies are
- The differences between first and third-party cookies
- Why major browsers like Google Chrome are phasing out third-party cookies.
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Paul outlines how privacy and security concerns around the unauthorized sharing of user data are accelerating changes restricting third-party cookie tracking. He explores the significant impacts this has on digital marketers, making cross-device tracking, retargeting ads, attribution, and personalization more difficult.
This covers Google’s attempts to mitigate disruption through new proposed browser-based solutions for preserving cookie functionality in a privacy-focused manner. And why emphasis shifts to first-party data strategies, with marketers needing stronger direct customer relationships and permissioned data collection.
The episode also covers the effects on marketing technologies like intent data platforms that currently rely on some third-party cookie sources, forcing an evolution in their data sourcing and models.
Paul concludes with recommendations that marketers educate themselves on the cookieless future through Google’s developer resources and stay on top of additional changes ahead. This will help you gain clarity around the third-party cookie phase-outs and proactive steps to future-proof your customer data, targeting, and engagement approaches as user privacy takes center stage.