How will Visual Visitor deal with the planned deprecation of 3rd party cookies by Google?
1/24/2023 Update: Justice Department sues Google for "corrupting" ad market Link here The actual filing is here.Google's plan to deprecate third-party cookies in 2024 may or may not affect the Visual Visitor platform. Why?
Firstly, there is a strong possibility that this deprecation will not occur. Their plan, initially conceived in 2021, has already experienced two delays. Ongoing litigation in the EU will likely elicit another postponement of several years. According to the Competition and Markets Authority in the UK, Google is potentially exhibiting anticompetitive conduct in the digital advertising market. You can read more about their investigation into Google's practices here.
If Google does move forward with the deprecation, it is possible that our platform will not experience any changes due to the manner in which we acquire and utilize cookies.
In addition, it is worth noting that should these changes affect our platform, our identification rate could decrease a small percentage. Since you only pay for successful identifications, you will simply be charged a lower fee. However, to mitigate the potential decline, we are working diligently to develop additional tracking methods which will increase our overall identification rate beyond 35% of US-based traffic.
Finally, it is important to note that if the deprecation does occur, changes will likely take effect in, or after, 2026.
In summation, it is likely that Google's planned deprecation of third-party cookies will have minimal, if any, effects on our platform.
Related Articles
Cookie Consent Resources
What are cookies? Most websites use cookies. These small data files store information in web browsers. They “remember” your previous visits. In other words, they streamline the user experience by saving logins, previous shopping carts, and more. What ...Configuring a Cookie Consent
What are Cookies? Cookies are small files containing data that are placed on your computer via the browser when you visit a website. Cookies are a helpful - and necessary - tool for website owners, as they can store many different types of data, ...How To Enable Your Consent Banner
What is Cookie Consent Banner? Cookie consent is the website visitor's permission to allow a company to place a cookie in their browser to gather specific data about them. Cookie consent is required to lawfully obtain most of the different types of ...Interacting with the Cookie Consent Banner
What Happens When the Cookie Consent is Rejected? If a visitors denies the cookie consent then any data tracked can not be used on that visitor. What Happens When a Visitor Accepts Cookie Consent? When a visitor accepts to the cookie consent they are ...Visual Visitor Cookies for B2B
What are cookies? Cookies are small text files placed on your computer by websites and sometimes by emails. Cookie names usually include a unique visitor ID and the name of the website. Visual Visitor cookies are named: vv_session_id - 30 minutes ...