Cookies are small text files embedded onto a user's browser when visiting a website. There are two types:

First-party cookies:

• First-party cookies originate from the website a user is actively engaged with.
• These cookies serve to identify the user’s device and retain important information to improve their user experience journey, such as preserving items in an online shopping cart or maintaining a logged-in session.

Third-party Cookies:

• Third-party cookies originate from a website other than the one a user is actively engaged with.
• They track visitors across websites and enable marketers to gather data about a user's browsing history, habits, preferences and interests.

Google is ending third-party cookies, has eliminated third-party cookies for 1% of its user base and has already begun testing privacy features and. They join a long list of web browsers ditching Cookies such as Firefox and Brave.

Without cookies there’ll be no more ability to serve ads to prospects and accounts via third-party Cookies. Marketers previously used these retargeting campaigns to reach people who’d previously engaged with your content.

Google will not replace third-party Cookies with alternative first-party identifiers or trackers. So first-party data sources to drive conversion of key prospects and accounts will become top-priority.

No cookies? No problem.

You can track key prospects and accounts across their web journey with Userled’s fingerprinting tech. See how they engage with your personalized content and how it’s impacting pipeline and revenue by booking a demo with the Userled team.