How Will The Loss Of Third-Party Cookies Impact Small Business?
The deprecation of third-party tracking cookies is likely to have a significant impact on small businesses that rely on digital advertising to reach their online customers. Third-party cookies are widely used by AdTech and online advertisers to track users across the web and deliver targeted online ads based on their browsing behavior. Small businesses that rely on digital advertising to promote their products or services may see a decrease in the effectiveness of their online ad campaigns as a result of this change.
Without third-party cookies, online advertisers will have to rely on other methods and alternatives to target users and measure the effectiveness of their online campaigns. For example, they may need to rely more heavily on hostname (domain name) keyword taxonomy, first-party data, such as data collected directly from their own website to target online users on a mobile device that’s no bigger than an index card. This may require small businesses to invest in new tools and technologies to collect and analyze this data effectively.
In addition, the deprecation of third-party tracking cookies may lead to a shift in the digital advertising environment, with more power being concentrated in the hands of major players such as Google, Facebook, AdTech and large advertising and marketing agencies. Small businesses may struggle to compete with these large companies, who have the resources to develop their own user targeting solutions and maintain their dominance in the market.
Overall, the deprecation of third-party tracking cookies is likely to have a significant impact on the digital advertising industry, and small businesses in particular may face immense challenges as they scramble to find affordable solutions to stay online relevant. However, there may also be opportunities for small business to innovate and find new ways to reach and engage with their online customers. One of these solutions is to create ancillary branded websites using keyword domain names for hyper-targeting online users searching for products and services. This is a cost-effective way to keep small business engaged without becoming irrelevant online. Learn more