The end of Google cookies is a significant change for the advertising and marketing. Cookies are an essential tool for advertisers, as they allow them to target their advertisements based on users' interests and behavior. Without cookies, advertisers will have more difficulty reaching their target audiences and measuring the impact of their ads.
Note: For now, Google will test the measure with 1% of random Chrome users.
However, if you think that 1% may not reach it, remember that Chrome has around 3,2 billion users. 32 million people should see, next to the website address, the icon of an eye that represents protection from tracking (Tracking Protection).
Impacts of the end of Google cookies
Potential impacts of ending Google cookies include:
- Difficulties in target audience segmentation: Without cookies, companies will have more difficulty identifying users' interests and behaviors (more difficult to show relevant ads to the right people).
- Difficulties in measuring the impact of ads: more difficulty in measuring the impact of ads. It will make evaluating the success of campaigns more complicated.
- Increased advertising investment: New technologies to replace cookies will lead to increased advertising costs.
How to adapt to the new era of Google
- Focus on creating high-quality content: High-quality content is more likely to be shared and attract users, even if it's not targeted in ads.
- Build customer relationships: Customers who trust a brand are more likely to respond to its ads, even if they are not personalized.
- Work Organic with Samsys: Teams capable of working on all areas of marketing within a 360 strategy (SEO, Social Media Management, Email Marketing and Automation, video and photography).
There are steps you can take to adapt to this change. With the help of an experienced marketing and communications agency, you can continue to achieve your marketing goals, even without cookies.
