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Google Begins Its War On Cookies

The Cookie Crumbles, But Your Reach Doesn’t Have To

Imagine the digital landscape as a Formula 1 racetrack, and Google just maneuvered to secure its lead position. Third-party cookies – the fuel for decades of targeted marketing – approach their final lap on the Chrome web browser. This isn’t just a tweak under the hood, but a major change, starting with a tiny test group. Though, “tiny” might not be accurate – the 1% of Chrome users for whom Google turned off third-party cookies represents 30 million people.

Navigating the Privacy Shift

Third-party cookies, the technology that has long enabled advertisers to track internet users across websites, are at the heart of this transformation. These digital trackers have made it possible for a clothing manufacturer, for example, to follow a potential customer from one site to another, ensuring that their ads are as relevant as possible. However, with privacy concerns at the forefront, the industry is moving towards a model where such tracking is no longer the norm.

Towards the end of the last decade, web browsers like Mozilla’s Firefox and Apple’s Safari started to limit tracking cookies to protect user privacy. Google, feeling the pressure, announced plans in 2020 to remove these cookies from Chrome. However, they’ve hit the pause button a few times to smooth out concerns from advertisers and privacy supporters. Considering Chrome’s hefty share of 65% of the worldwide internet traffic – making it three times as popular as Safari – Google’s move towards enhancing user privacy is a big deal, signaling a significant shift in how the web operates.

Adapting to Change

But what does this mean for automotive dealerships and their advertising strategies? It’s a signal to adapt and embrace the new tools and methodologies that respect user privacy while maintaining advertising effectiveness. Strong Automotive is your co-pilot in this journey, guiding you through the evolving digital terrain with a map that includes first-party data combined with a targeted advertising strategy, enabling personalized ads based on user behavior – all without third-party cookies.

Shifting to a world without third-party cookies might seem a bit daunting at first. But with Strong Automotive, it’s really just the next step forward. We’ve got the tools and tactics ready to help you use first-party data and smarter targeting techniques, all without relying on deprecated tracking methods. It’s about making sure your dealership’s advertising keeps pace with the times and continues to thrive. We’re excited to be your guide during this change, ensuring a smooth transition for your advertising campaigns.

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.

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