Hola, Marketers! How are you doing? Hope you heard about Google’s announcement on third-party cookies being phased out. If so, here are a few things you need to know in order to form profitable marketing strategies going forward.

Yes, towards the end of last year Google had announced its intent to remove support for third-party cookies in order to protect the privacy and anonymity of the user. Even though this is beneficial for the normal user, to the digital marketers, this is a matter of concern as it may bring down the marketing performance due to the limitation in the data tracking process.

So, will Google build alternate identifiers to track individuals as they browse across the web, products with which the user interacts or purchases? Or, will join others in the ad tech industry who plan to replace third-party cookies with alternative user-level identifiers? These are the questions to which the marketers are waiting for the answers so that they can form their future strategies.

Recently Google has announced that the tech giant will not build alternate identifiers to track individuals as they browse across the web, nor will they use them in their products. Instead, all their web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers. This will hide individuals within large crowds of people with common interests. Chrome intends to make FLoC-based cohorts available for public testing through trials with its next release this month, and they are expecting to begin testing FLoC-based cohorts with advertisers in Google Ads in Q2.

Hope this is beneficial to you. Stay tuned to have more updates on this or any other topics related to online marketing.