The impact of the end of cookies on digital marketing
Posted: Sat Feb 22, 2025 6:24 am
You've probably visited a website for the first time and noticed a small banner with information about the cookie usage policy and an acceptance button, usually in the bottom left corner of the screen.
Cookies are used as a tool to store information about your visit to the website, make it easier to navigate to other pages in the future and provide a personalized experience.
But as discussions about data security escalate, we are getting closer to a world without cookies.
In other words: websites, CMS and browsers will laos telegram data to invest in other ways of collecting user data to create their profile in a marketing strategy.
It is essential that you anticipate lead capture and conversion and adjust your actions accordingly.
Check out the content below to learn more about cookies, their marketing effects, and how to adjust to a cookie-free environment.
What are cookies?
Cookies are text documents that include user navigation information and are stored after the user's first visit to a website.
They help identify a visitor more quickly and improve their experience by personalizing the website according to their preferences, such as preferred language and email addresses.
Additionally, cookies store passwords and email addresses, as well as other login information and actions performed on the website.
Because of this, your computer almost automatically logs you into social networks where you have already created an account, or even e-commerce sites will track your previously abandoned shopping cart.
Like cookies, the browser cache stores images and other display files from websites.
This allows loading to be much faster the next time the page is accessed.
What is the impact of cookies?
There are different types of cookies, with different purposes.
When a user is browsing a website, some only store usage characteristics, while others store personal information, including the user profile, login information and interests.
This is an important resource for digital marketing strategies, as cookies can also save products viewed, pages visited and even the source of traffic.
Combining all these factors allows you to maximize the effectiveness of your marketing strategy.
For example, you can create personalized advertising campaigns using this information.
Why are cookies going to run out?
Corporate discussions about the security of personal data online are not new.
With the General Data Protection Law (LGPD), some adjustments were made to the use of cookies and their purposes, including mandatory notice of the use of this resource via notification when the user accesses the website.
Still, users continue to increasingly question the use of their personal data.
This gave rise to the idea of cookieless browsing, that is, the end of cookies.
The fact is that this scenario is getting closer and closer, with alternatives being developed by Google for using the Chrome browser.
What to expect from changes in the market?
Big brands like Apple, Google, and Meta are looking for safer alternatives to cookies, such as new tools and integrations.
Meanwhile, for users, the impact of browsing without cookies may mean a less personalized experience that is less tailored to their interests, while also keeping their personal data more secure.
For marketers, the cookieless landscape won’t kill digital advertising.
However, it will require a reformulation of the resources employed and, obviously, of the capture and conversion strategies.
This is because it will be necessary to guarantee greater user security without collecting personal data that could be used to create personalized ads with higher conversion rates.
Furthermore, it will be necessary to rethink audience analysis strategies, since the new solution requires a generic user profile without specific identification of each user.
Cookies are used as a tool to store information about your visit to the website, make it easier to navigate to other pages in the future and provide a personalized experience.
But as discussions about data security escalate, we are getting closer to a world without cookies.
In other words: websites, CMS and browsers will laos telegram data to invest in other ways of collecting user data to create their profile in a marketing strategy.
It is essential that you anticipate lead capture and conversion and adjust your actions accordingly.
Check out the content below to learn more about cookies, their marketing effects, and how to adjust to a cookie-free environment.
What are cookies?
Cookies are text documents that include user navigation information and are stored after the user's first visit to a website.
They help identify a visitor more quickly and improve their experience by personalizing the website according to their preferences, such as preferred language and email addresses.
Additionally, cookies store passwords and email addresses, as well as other login information and actions performed on the website.
Because of this, your computer almost automatically logs you into social networks where you have already created an account, or even e-commerce sites will track your previously abandoned shopping cart.
Like cookies, the browser cache stores images and other display files from websites.
This allows loading to be much faster the next time the page is accessed.
What is the impact of cookies?
There are different types of cookies, with different purposes.
When a user is browsing a website, some only store usage characteristics, while others store personal information, including the user profile, login information and interests.
This is an important resource for digital marketing strategies, as cookies can also save products viewed, pages visited and even the source of traffic.
Combining all these factors allows you to maximize the effectiveness of your marketing strategy.
For example, you can create personalized advertising campaigns using this information.
Why are cookies going to run out?
Corporate discussions about the security of personal data online are not new.
With the General Data Protection Law (LGPD), some adjustments were made to the use of cookies and their purposes, including mandatory notice of the use of this resource via notification when the user accesses the website.
Still, users continue to increasingly question the use of their personal data.
This gave rise to the idea of cookieless browsing, that is, the end of cookies.
The fact is that this scenario is getting closer and closer, with alternatives being developed by Google for using the Chrome browser.
What to expect from changes in the market?
Big brands like Apple, Google, and Meta are looking for safer alternatives to cookies, such as new tools and integrations.
Meanwhile, for users, the impact of browsing without cookies may mean a less personalized experience that is less tailored to their interests, while also keeping their personal data more secure.
For marketers, the cookieless landscape won’t kill digital advertising.
However, it will require a reformulation of the resources employed and, obviously, of the capture and conversion strategies.
This is because it will be necessary to guarantee greater user security without collecting personal data that could be used to create personalized ads with higher conversion rates.
Furthermore, it will be necessary to rethink audience analysis strategies, since the new solution requires a generic user profile without specific identification of each user.