The phasing out of third party cookies is in full swing with Google confirming an updated plan earlier this month to appease both advertisers and consumers. 

Whilst marketers have been aware of this development since August 2019, this new chapter of advertising is here knocking at our door. 

But before we delve into practicalities let’s look at why this is all happening in the first place (and why it’s important). Fear not, there is not a single reference to the daftly named ‘cookiepocalypse’ in this article…

What are cookies and why are they important?

Let’s start off with the basics:

First Party Cookies

Stored by a website you visit, these cookies provide useful information for that website and shape how a user interacts with it. It’s everything from which pages they visit, how long for, how often and, what they do. Don’t worry – these aren’t going anywhere and will actually become more important as we find out in this article. 

Third-Party Cookies

These are tracking cookies that are stored under a different domain than you are currently visiting. They are mainly of use for advertisers as it enables them to track users between websites and display more relevant ads between websites.

How is this relevant to online privacy?

As third-party cookies enable advertisers to track the digital movements of users, there has been a growing demand for transparency and gaining back control of data. Whilst all users do have the option to opt-out of third-party cookies, it’s not always straightforward to do so.

Google’s figures show that searches for “online privacy” have increased by 50% globally year on year. A demand for anonymity from a digital presence in the era of information is no passing trend, however. You only have to look at the 1.2 million members of reddit’s Privacy community or the creation of Tor back in 2006 to see that users are seeking solutions to digital anonymity.

This demand in knowledge, or privacy as it were, has also led to an increase in content being published surrounding ‘online privacy’ over the past five years.

How has Google Chrome responded to the removal of third party cookies?

With Google Chrome having a whopping 63.5% of browser market share – as a market leader the internet giant needed to make its stance on cookies clear, especially as browser competitors were doing so.

The likes of Safari and Firefox placed limitations on tracking years ago with the latter using the following disclaimer in its February 2021 release:

At Mozilla, we believe you have a right to privacy. You shouldn’t be tracked online. Whether you are checking your bank balance, looking for the best doctor, or shopping for shoes, unscrupulous tracking companies should not be able to track you as you browse the Web. For that reason, we are continuously working to harden Firefox against online tracking of our users.

Google first stated its intention back in August 2019 when it sought to “develop a set of open standards to fundamentally enhance privacy on the web. We’re calling this Privacy Sandbox”. Fast forward to January 2020 and further rollout details became apparent with the announcement of a 2-year timeframe of cookies being phased out from Google Chrome. By October 2020 Google was prepared to share more detailed insights on the steps they were taking in relation to mitigating “deceptive and intrusive tracking techniques, such as fingerprinting” which saw it throw its weight behind supporting Secure DNS. 

However, the largest development so far in this whistle-stop tour of Google’s announcements has been the introduction of FLoC.

What is FLoC?

In January 2021, Google Chrome announced the creation of FLoC with a view of testing amongst advertisers to be rolled out as early as Q2 2021. 

FLoC (Federated Learning of Cohorts) proposes a new way for businesses to reach people with relevant content and ads by clustering large groups of people with similar interests. This approach effectively hides individuals “in the crowd” and uses on-device processing to keep a person’s web history private on the browser.” 

Before raising hell amongst advertisers who feared the future collapse of targeting as we know it, Google set the record straight earlier this month. “Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.” 

What that’s to say is that Google would not be providing the ability to use third-party cookies to target individuals, thereby protecting a user’s right to anonymity, but would provide advertisers with the opportunity to target a cohort of similarly behaved groups. These interest-based groups could indeed be in their thousands so there’s no denying that the precise nature of targeting will be lost in stark comparison but Google has assured advertisers that we can expect “at least 95% of the conversions per dollar spent when compared to cookie-based advertising.” From here on in, only the performance of ads under the new targeting options will tell. 

Some naysayers aren’t convinced, with talk of FLoC undoing a decade’s worth of work and even calling into question whether FLoC is even that private as there are seemingly ways around extracting user IDs from a cohort. 

In Europe there are big question marks over whether FLoC is GDPR-compliant, prompting Marshall Vale to clarify that testing in Europe would be rolled out at a later date.

We are starting this FLoC origin trial for users in the US and select other countries, and we expect to make FLoC available for testing worldwide at a later date.

— Marshall Vale (@marshallvale) March 23, 2021

https://twitter.com/robinberjon/status/1374467775578566659?s=20

By 2022 Google Chrome confirms the use of third-party cookies will cease to exist entirely.

How can we be prepared for the change?

As a performance marketing agency, our Head of Paid Media, Jen Mottram, and Account Director, Kyle Brogan, share their thoughts on how the absence of cookies will shape the future of paid media as we know it, and why it’s not necessarily a bad thing.  

What were your initial thoughts on the announcement of FLoC?

Jen: I’m very glad that a solution to the loss of 3rd party cookies is nearly ready, and we will have familiar targeting options. However, there are still a lot of questions; what about the 45% who do not use Chrome? can the privacy issues raised by some be rectified? Ultimately something is better than nothing, but I’m watching updates closely!

Kyle: It’s reassuring that there is a recommended option available to allow advertisers to continue to target customers in a privacy-first manner. I’m keen to see how this develops over the next few months, and how robust it will be across networks beyond that of just Google.

 How will we be preparing for a cookie-less future?

Jen: From a technical perspective, 1st party data will be a focus, luckily for us a lot of our clients have already heavily invested in this or are making all the right steps towards the necessary infrastructure.

Additionally, utilisation of AI, like smart bidding and responsive/dynamic ads, will be even more important to ensure campaigns are reactive to all other signals. We have built these into our clients’ strategies and the tech behind is ever-evolving and robust”.

Kyle: Conversations with clients, as solutions are developing, is key in ensuring all parties are prepared for a cookie-less future.

We’re in the process of establishing what the potential risks are as well as what can be done now to ensure their 1st party data is in the best condition possible.

Keep an eye on our blog, LinkedIn and Instagram channels for information!

I founded Fusion Unlimited back in 1998, when the landscape in digital was quite unrecognisable to how it is now. It’s been incredibly refreshing to see some amazing initiatives born in recent years to support in promoting more women to join the industry. The refining balance of the workforce in our sector speaks for itself as to the great change this has made, although we all still know that dial can be moved even further forward.

On International Women’s Day, I’m very proud to be able to say that 60% of the team here at Fusion are women, also making up 50% of our leadership team.

To celebrate International Women’s Day this year, I sat down with just five of the many great women here to gather their thoughts on what it means to them to encourage more women to join our great industry. 

You’ll hear from Katie Harling, our Client Services Director, who joined me 18 years ago and has since played a huge part in growing the agency to what it is now. Secondly, Hira Nasir and Louise Barber, who both joined us from University as their first roles in digital. I’ve also caught up with Danielle Wright, who joined us during Lockdown pt.1 with two years of experience in the digital arena. And last but certainly not least, you’ll hear from Helen Hargreave, our Head of Content with 10 years in the industry, the past eight of those spent here with team Fusion.

In your opinion, why is it important that more women get into the digital industry in the future?

KH: It’s important to have a diverse team, and people should be encouraged to join any industry they have an ambition to be part of.

I find a diverse team creates new ways of working, thinking and learning, which in an innovative industry, is important. This is key not only for the work we produce, but also for us as an agency team. Thriving off of this naturally creates an exciting atmosphere, and builds a happier more stable collective team.

For me, diversity should be celebrated. We need to ensure that everyone has access to the same opportunities and the same treatment. 

HN: It’s good to have a mix of genders in every industry really! I think having more women will help the industry flourish even more with more ideas as women are a huge part of the consumer audience, so having their insights and how they would approach the digital media landscape will help the industry flourish with more existing and creative ideas.

LB: The single fact that 75% of the digital workforce are male is enough to down tools and get involved in this industry.

DW: It’s important that women don’t feel intimidated to get involved in an industry that maybe was once heavily dominated by men. There are a lot of different career options and no matter your skill-set, there’s something for you.  

HH: Equality in business, scrap that, in anything, is a fundamental right. For businesses to speak to all customers we need balance from the people telling the story. So as consumers, for our voices to be heard and for us to be seen we need the people behind the scenes to understand our struggles, our concerns, passions and what we enjoy too. Joining the conversation and the work therefore becomes an opportunity to shape the conversation.

Do you think there’s a stereotype attached to digital?

KH: I think in certain areas of digital there are stereotypes, but my own personal experience has been very different. I have worked for the same agency all my career, where talent has been supported above all else, a key reason why I’m still here. The team has always been well-balanced, but on the premise of providing an opportunity to those who show ambition and desire to be part of a forward thinking team…that’s all. 

HN: I think the technical side of SEO is associated with men, there’s not many women within that sector. But having said that, the industry is changing and that stereotype has started to peel off.

LB: Of course. It’s a geeky white male. Days like International Women’s Day are active opportunities to challenge this stereotype and create space for others. That’s why I thought it was important to get involved in this piece, share my experience and encourage women to join this industry.

DW: I think historically there has been, but I think I’ve certainly seen promising signs of improvement. I’m very lucky to work with a group of very talented women at Fusion and it’s really encouraging.  

The industry can still do so much more to support and encourage women in the field. There’s a balance to be found between hiring and supporting women because they are talented and hiring a woman because you need a token woman to improve diversity in your male dominated team.

HH: Probably, but perhaps not for the reasons you may think. Starting my career working in content marketing and social media 10 years ago I was surprised how many people perceived the channel as ‘the fluffy stuff’ and that bothered me. The fact I could be perpetuating that stereotype bothered me even more. But was it the work itself or that I was a woman doing it? It was hard to tell. To effect change and deliver real results I felt like I needed to work even harder to make people listen up – to challenge the work I was doing was just as important. 

What barriers have you faced, as a woman, in becoming successful in the search industry?

KH: There have been occasions where I’ve walked into a room and felt judged – be that because of my age or my gender. However, having confidence in what I do, being able to adapt to requirements, and maintaining faith in my ability, I have always remained true to myself and represented Fusion in high regard. 

HN: I started off as a photographer/videographer and in my first few projects I was only working with men which sometimes used to be a bit daunting but I feel like there’s a demand for women within content creation and maybe even within digital advertising in general (as more and more people want to see a woman’s perspective within a certain  project) – and that’s why my journey in regards to getting in the industry has been pretty straight forward.

LB: I feel privileged to say I don’t think I have seen any barriers coming into this industry. Fusion is the first agency I have worked in, and I think I was really lucky to find myself in an environment where women are really well represented across the team. As a result of this, I have felt supported, encouraged, and heard from my first day. Hearing that this isn’t the case across the entire industry makes me appreciate my experiences even more. 

HH: Aside from immaturity, inexperience, imposter syndrome, and confidence in my craft (!) the main barrier I wanted to overcome was being heard and being heard for the right reasons. I wanted to be able to walk into a room and connect with others no matter their age, status or gender but there are A LOT of big personalities out there.

The power of rhetoric was key here, being able to choose when to speak up, delivery and how to connect with a person was a huge learning curve in my early days. I educated myself, I watched powerful women, binged on TED talks and let myself be vulnerable too (the discovery of Brene Brown’s ‘Power of Vulnerability’ was eye-opening for me) – all of this let me get over my biggest barrier – myself!    

On International Women’s Day, what’s the most important piece of advice you’d give to a woman thinking of starting a career in digital marketing?

KH: I was brought up in a loving family that educated me to work hard, (play hard), and don’t let anything hold me back. They told me to go after what I wanted and I did! I was so focused on succeeding for myself and that’s what’s key – do what’s right for you and do what makes you happy. Stay focused – with determination and passion, nothing can hold you back.

You get one shot at life…do what makes you happy. If that’s a career in digital, do it, it’s an amazing industry and we would love to see you become part of it! 

HN: I would say just go with it! I think there’s a lot of people willing to help, especially women and it’s definitely a lot easier to get in the industry compared to 10 years ago and there’s quite a few digital marketing agencies that are founded by women so the future is definitely looking good.

LB: Don’t be afraid of getting into digital – even if it doesn’t match your background. There are many attributes that are valued within digital marketing, from written ability, analytical thinking and just general confidence. Skills can be taught – there is so much room for growth within Digital Marketing. And p.s. it’s not all geeky white males!

DW: Do it! Digital is always changing so there’s always something new to learn. It’s an exciting industry to work in and can be very rewarding.  

HH: Know your craft, stick up for yourself, leave your ego at the door, give credit, be vulnerable, be human, and be kind. 

If you found this interesting, check out the Fusion blog for the latest thought leadership from our team. We’re always keen to speak to ambitious people looking to get into digital, so I’d also encourage you to take at our careers page to see if we might have something for you.