Chrome will be phased out

[tmonower957]

Following the implementation of the GDPR, IT vendors have also followed suit.

Chrome and Safari are gradually moving towards the abolition of cookies.

Apple introduced ITP (Intelligent Tracking Prevention) as a site tracking prevention feature for Safari.
In 2017, the function of 3rd Party Cookies began to be restricted, and then expanded to 1st Party Cookies.
In 2020, 3rd Party Cookies were completely blocked. Chrome has

also finally decided to abolish 3rd Party Cookies in the second half of 2024.

Chrome and Safari together account for about 80% of the browser market share, so this can be said to be a major change in the digital industry.
Due to this trend, it is said that data collection using cookies and usa consumer email list the use of digital advertising will no longer be possible in the future.

2.3 Retargeting and remarketing ads become less accurate


If cookies are no longer available, the accuracy of retargeting and remarketing ads is expected to decrease.

Retargeting ads are ads delivered to users who have visited a site once.

Even if a user visits a similar website, it is possible to deliver ads based on their behavioral history, in which case 3rd party cookie data is used.
Ads are then delivered during the period when the user is comparing and considering options, leading to a sale.
Therefore, compared to users who visit a website but cannot track their behavioral history, they have a higher conversion rate.

However, if it becomes impossible to collect information using cookies, it will be difficult to identify users with a visit history, and effective retargeting ads will not be possible.
If that happens, you will not be able to expect the same results as before. You
will have to change the way you deliver ads, such as setting targets in a different way.

Note that retargeting and remarketing are just different expressions, but they are the same type of ads, so even those who normally use remarketing ads should be careful.