What The Death of Third-Party Cookies Means For Cookie Banners

by Adzapier PVT LTD Welcome to the World of Privacy

What happens to cookie banners after third-party cookies have their final day? While things are changing, cookie banners are here to stay.

In this blog, we’ll show why third-party cookies are going away, actionable items you can use to prepare, and explain why you can’t miss the cookie banners.

What are Third–Party Cookies?

Third-party cookies, also known as tracking cookies, are pieces of code that track user behavior. These cookies help with advertising, social media, and analytics.

These cookies are used to store and retrieve data. We can better understand how visitors interact with our site with this data.

A few common examples we see are:

Retargeting – Gentle reminders that you viewed something on another site
Ad Frequency Capping – an option that allows you to limit the number of times a user can see the same ad.
Analytics – What are visitors doing on our site? Buying? Clicking? Leaving?

When Google initially announced that Chrome wouldn’t support third-party cookies, marketers were forced to find new ways to target consumers -- new ways that are more transparent with a greater focus on data privacy.

When Are Third-Party Cookies Going Away?

While third-party cookies are very useful in marketing, transparency hasn’t been the primary goal. Browsers are stepping it up to provide more extensive privacy options for users.

Chrome announced it would phase out third-party cookies in 2023. Safari has blocked third-party cookies since 2017. And Firefox followed in 2019.

What Do Consumers Expect?

Consumers are connected with more apps and more devices than ever before. At the same time, whether due to that or not, they are also more aware of privacy.

The ensuing conflict is creating a personalized user experience while still respecting consumers’ personal data.

This problem forces brands to find new ways to deliver content to their audience. The first step for most companies is to explain how they use personal data and what they’re doing to protect it.

Why Do You Need To Keep Your Cookie Banner?

Now that we’ve established third-party cookies are on their way out, that leaves the question: Do you still need a cookie banner or consent management platform? In short, yes.

The end of third-party cookies does not mean the end of data storage, collection, and processing. Rather, it just changes the rules.

Cookie banners are still needed to inform the user what you collect and what you’re using it for. And most importantly, you must