What Happens to Advertising when Cookies are Gone?

There have been many announcements and updates within the past 2 years about Google and their initiative to fully phase out web cookies in order to protect consumers’ privacy and data. In the digital marketing space, it’s been called the “cookiepocalypse.” So what happens when they are gone for good?

Let’s start with the basics: What is a cookie?

Taken straight from Google itself, “A cookie is a small piece of text sent to your browser by a website you visit. It helps the site remember information about your visit, which can make it easier to visit the site again and make the site more useful to you.”

Website cookies have been commonly used for maintaining user preferences, protecting consumer security, gathering user experience (UX) analytics, collecting data for advertising and enhancing UX with personalization.

Are all browsers affected?

Originally projected for 2022, Google’s efforts to stop supporting the use of cookies in Chrome browsers has been pushed back to 2023. Other browsers, such as Firefox, Safari and Brave have already blocked third-party cookies.

As cookies are on their way out, advertisers are turning to first party data alternatives such as email signups, new user accounts, and loyalty programs for another way to provide a more targeted experience for customers.

When Google takes away cookies, we say make lemonade

Let’s be clear upfront – the elimination of cookies is not the end of digital advertising. In fact, there will be technology to replace cookies that is said to be more “privacy-friendly.”

However, with the usefulness of cookies on the decline to online marketers, this creates an opening for a more traditional advertising route. Direct mail or promotional products are two ways to really get in front of the consumer physically. Adding promotional products to your marketing plan has a history of making a big impact.  As reported on promotionalproductswork.com, “88% of promotional product recipients remember the name of the advertiser on a product, and 85% of the recipients do business with the advertiser on a product.”

Don’t put all your eggs in one basket

The bottom line for marketers is to maintain a balance by incorporating a mix of mediums into their advertising plans. Digital is a huge space for advertising – almost limitless and will continue to be, but don’t underestimate the power of a physical promo product. Something that can engage the consumer and become integrated into their lifestyle will leave a lasting impression.