Why are Third-Party Cookies Going Away?

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Personalisation: Third-party cookies enable advertisers to personalise ads based on your user’s information. Irrelevant ads are neither helpful to the user nor the business. If the ads your potential customers find don’t compel them to take action, it’s a waste of your money. You can tailor ads based on their online behaviour, browsing activities, shopping preferences, demographics, online interests, etc. It helps brands make their ads more relevant and targeted to their customers.
Personalisation goes beyond ads. Third-party cookies are the reason why people get related videos recommended on their YouTube feed. How would your customers find your products in related products on Amazon if third-party cookies don’t track their browsing and shopping history? Even on social media platforms, including Instagram, etc., users prefer finding content they’re interested in.

Third-party cookies also help online businesses understand how their users tunisia phone number list interact with their websites. Eventually, this user analytics can help them improve their website’s performance.


The biggest disadvantage of using third-party cookies is that users feel their privacy is being invaded online. Tracking user’s activities online across multiple websites without prior explicit concern can lead to personal data and privacy concerns. What makes this situation worse is the fact that the user’s data is owned and processed by third parties. In recent years, third-party cookies have become more complex and legally challenging.

There is a serious lack of control and transparency regarding how users’ data is collected and used across the web. This has led to great backlash even though third-party cookies are essential aspects of digital advertising.

Users don’t have enough knowledge about how their personal data is collected and used. This has created a sense of mistrust and unease among them. Data breaches have become too common. Personalised ads are highly personalised, so much so that it’s now making users uncomfortable.