On January 4, 2023, Google kicked off the process of saying goodbye to third-party cookies. If you’re here, you likely have a rough idea about this shift, but maybe the specifics are a bit pixelated. Let’s talk about how the fading out of third-party cookies is going to shake up cookie banner designs and implementations, both now and in the future.
This isn’t just big news for advertisers and marketers focused on driving traffic and sales; it’s also crucial for designers crafting user experiences. They might not be the tech wizards deploying these changes, but here’s the breakdown on what this all means and how to stay one step ahead in this evolving landscape.
Let’s start with the basics to make sure we’re on the same page
First-party cookies are those set by the website you’re currently visiting. Their primary function is to assist the site in remembering your users’ preferences, such as their login information, language preferences, and the contents of their shopping carts. Importantly, these cookies can only be accessed by that specific site. As a result, they’re regarded as safer and more privacy-friendly, since they operate in the same domain.
On the flip side, third-party cookies are established by a domain different from the one your users are currently exploring. Think of entities like Google AdSense, social media plugins from platforms like Facebook, and i-framed content. These cookies are commonly employed for advertising and tracking purposes across multiple websites. They have the capability to amass substantial data regarding your users’ browsing habits, which is why they tend to be viewed as less privacy-friendly.
To put this into perspective, imagine your website sells a product. When someone visits your site but leaves without making a purchase, third-party cookies come into play. They continue to display that same product to your users as they navigate the web, even after they’ve left your site.
Rising concerns in the age of cookie regulations
For those of you in the advertising, design, and marketing realm, you know the impending farewell to third-party cookies is causing quite a stir. You’ve leaned on these cookies for precision-targeted advertising that has proven to be a game-changer in boosting sales and engagement. Now, with third-party cookies on the way out, there’s a growing sense of unease. These cookies have been your trusty tools for tracking user preferences and behaviors across the vast digital landscape. The concern is real: as we wave goodbye to these cookies, it threatens to reshape your advertising strategies, potentially making them less personalized and, in turn, less effective.
What this means for you: designers, site owners, and web marketers
In the dynamic landscape of internet privacy, significant changes are a foregone conclusion. Notably, Apple’s Safari and Mozilla’s Firefox have already taken the lead by putting up barriers against third-party cookies. However, Google’s decision to eliminate them in Chrome is all the buzz, given its substantial ~63% market share.
Enter the “Privacy Sandbox,” Google’s strategic initiative with a mission to ensure online ads and personalized content continue to thrive without prying too deeply into your users’ online activities. It bids farewell to those old-school cookies that relentlessly track every digital move and introduces innovative technology to safeguard your users’ web-surfing habits. In essence, ads can still find your users, but they won’t have a detailed dossier on their every digital move, at least in the way that they do right now.
While the timeline has been somewhat fluid, Google aims to fully phase out third-party cookies by mid to late 2024, and this marks a significant shift that will undoubtedly influence your strategies and approaches.
The Privacy Sandbox is about to shake things up, and as designers, site owners, and web marketers, you’re at the forefront of this transformation. Let’s break down what these changes will mean for each of you, both now and in the future.
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Advertisers and marketers: If you’re in the advertising and marketing world, get ready for a shift in your playbook. This change calls for a move towards broader, less-targeted advertising strategies. Think about crafting campaigns with a wider appeal, rather than obsessing over individual user preferences. It might mean shifting investments towards content marketing, where you create compelling content that naturally draws in customers. Additionally, you’ll want to focus on building and nurturing direct relationships with your audience. Lean heavily on Customer Relationship Management (CRM) systems to personalize your marketing communications based on first-party data.
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Web developers: As site owners, this transition will impact how you evaluate the performance of your campaigns and websites. It all begins with a comprehensive audit of your use of third-party cookies and proactive testing to identify any potential disruptions on your site.
Google provides a useful tool to assist in this regard. Moving forward, keep a close watch on the Privacy Sandbox and be prepared to adopt alternative methods for data collection. For those of you in the developer community, there’s more in-depth information on these initiatives, which Google aptly calls “Proposals,”
here.
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Designers: You’re about to take the lead in revamping various digital assets. Expect a surge in demand for content-driven experiences that appeal to a wide audience. Think infographics, educational content, and interactive websites as prime targets. From cookie consent banners to sign-up forms and newsletters, you’ll be at the vanguard of ensuring that websites effectively communicate evolving privacy standards both visually and in terms of regulatory compliance. While there’s no immediate action required, staying informed is essential.
Now, let’s jump into into what the future holds for web experiences and the all-important cookie banner as the industry shifts its focus.
The future of Web Experiences and Cookie banners
With the phasing out of third-party cookies, the design and wording of cookie banners are expected to undergo significant changes. These changes will reflect the evolving landscape of privacy regulations and the industry’s shift towards more transparent and user-centric practices.
The visual design of cookie consent banners will likely become more streamlined and user-friendly. An emphasis on trustworthiness is expected with design elements being introduced that include trust signals; maybe even new badges that denote enhanced privacy, or links to certification entities. As and when third-party cookies are phased out, cookie banners and their subsequent settings screens will prioritize easier navigation, with clear toggles or checkboxes.
From a verbiage standpoint, the shift will be toward educating users about the use of first-party data and the benefits it provides in terms of personalization and website functionality. The value exchange between users and services, such as improved user experience, customization, or free content in exchange for data consent may become more pronounced. The move away from dense legal language to more conversational tone will continue to spread too.
As third-party cookies become phased out, web designers will need to think more critically about how the cookie consent banner experience balances legal compliance while using the opportunity to drive user engagement and trust-building from both the design and wording perspective.
Trust, in the new web
In this era of digital evolution, where web privacy and user experiences intersect, the cookie banners of today are becoming the trust signals of tomorrow. As designers, site owners, and web marketers adapt to the changes brought by the deprecation of third-party cookies, they’ll continue shaping a web where transparency, personalization, and user trust coexist harmoniously. Welcome to the future of web experiences, where cookies may crumble, but trust remains unbroken.
Authored by
Jonathan Patterson, a seasoned freelance product design generalist with nearly two decades in advertising, marketing, and product design. Jonathan brings a wealth of experience in launching data-driven B2B and B2C experiences, reflecting his extensive career in the industry.
