Cookies
The evolution of cookies is closely connected to PPC advertising. As internet browsers introduce tighter controls on the use of cookies, it is expected that digital marketers will have to improve their digital marketing campaigns so they can continue to offer a personalised advertising experience to their users. As a result, it is important to understand what cookies are and the changes happening in their usage.
A cookie is a small piece of text-based data that has allowed developers to personalise their websites. Think about the last time you shopped online, have you ever wondered how a browser can remember your recent shopping decisions and preferences? Cookies are your answer.
Cookies are used to track user behaviour online and are usually split into two categories, first-party cookies and third-party cookies. They have similar purposes but are collected and used in different ways.
Many internet browsers (e.g. Google Chrome, Safari, Firefox & Microsoft Edge) are in the process of either phasing out, or have already phased out the use of third-party cookies on their platforms. The phasing out of these types of cookies means increased privacy for users who will have more ownership of their browsing data and exactly who can share it.
Whilst third-party cookies are slowly being phased out, businesses will still be able to collect first-party cookies, for example, user data for subscriptions or email sign-ups, via their own websites and channels. It will be even more important for businesses to improve their marketing campaigns and offer a personalised experience in order to attract and engage customers and capture data organically. This data can then be used as part of their marketing, sales, and customer engagement practices.
Check out the infographic below to see the differences between the two.
Click on the infographic to view the image full size in your browser, if you do this remember to click the back button to get back onto this page. You can also download a PDF using the link at the bottom of this step.
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