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Limitations and Expiration Tracking user behavior via third party cookies has been a common practice in digital marketing for many years. However, major web browsers are now limiting or completely removing third party cookies to improve user privacy. Google Chrome, the most popular browser, has announced that it will block third party cookies by Q . Likewise, Mozilla Firefox, Apple Safari and Microsoft Edge have long since adopted similar policies to limit the use of third party cookies. Timeline of the decommissioning of cookies in Google Chrome. In the graph it is forecast for Q . Google Chrome The Privacy Sandbox Timeline for the Web . Last update June These limitations mean a short time frame for companies to find viable alternatives for conversion tracking and ad personalization. It is therefore crucial to fully understand the restrictions that businesses will face and the urgency of adapting to this change.

Scenarios without Third Party Cookies With the elimination of third party photo editing servies cookies, new scenarios open up for companies in the cookieless context. One of the main challenges concerns the personalization of ads. Without third party cookies, it becomes more difficult to obtain detailed information about user interests and behavior, limiting the ability to provide highly targeted ads . In addition to this, there is also a problem of correct attribution of conversions leads, purchases, etc. to the marketing campaigns that generated them. Let's take the case of a user who lands on your campaign's landing page, views the offer but returns, to make a purchase or to contact your company, only a few days later.



Even now, that conversion likely won't be attributed to your campaign if the user was using Safari or Brave Browser . Without third party cookies, however, the possibility of attributing that result would have been completely eliminated. For example, when a user uses the Safari browser, Apple's Intelligent Tracking Prevention ITP limits the lifetime of all third party cookies to days and the lifetime of third party cookies to just hours if the URL contains UTM parameters.