Google’s announcement on Monday that it will not phase out third-party cookies, as it first said it would do in 2020, has been reported as a win for advertisers, including retailers, who use cookies to track individuals on the internet, in part to personalise their offers and other communications.
Instead of eliminating third-party cookies in its Chrome browser, Google will now enable users to turn cookies on or off in their privacy settings. This will bring the world’s most popular browser in line with Apple’s Safari browser.
Tips for collecting first-party data
In January, marketing tech expert Richard Taylor wrote an article for Inside Retail on a trial that saw Google kill off cookies for 1 per cent of Chrome users. While that trial is now moot, Taylor’s recommendations for how retailers can personalise their advertising using first-party data are still relevant.
“Consider the interactions on your website, user engagement with content, time spent on your platform, or purchase history,” Taylor wrote in an article for Inside Retail.
“First-party data offers crucial insights into customer habits and preferences. It not only deepens your understanding of your audience but also drives more effective marketing strategies.
“Properly analysed and interpreted, this Customer Experience (CX) data can create personalised experiences that resonate with your customers, giving you a competitive edge in a fragmented digital landscape.”
