Towards Privacy-Centric Data Collection: Studying Google and Microsoft in Eliminating Third-Party Cookies

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The Need for Relevant and Secure Methods

Data analytics and management are evolving, mirroring the shift from reliance on third-party cookies to the use of first-party data. Specifically, as third-party cookies are slowly phased out, it becomes crucial for marketers and business analysts to rethink their approach to audience targeting and ad personalization. They need to adopt strategies that prioritize privacy and contextual advertising, all while adhering to privacy regulations and meeting user expectations.


Issues of Third-Party Cookies

Tech leaders like Microsoft and Google are developing strategies to phase out third-party cookies in data collection. These cookies are small text files that websites store on a user’s computer. They’re typically used to track users across various websites, creating detailed profiles of their online activity. This data is then used for targeted advertising, analytics, and other purposes.


However, third-party cookies have raised privacy concerns. They allow websites to track users across multiple domains, potentially creating a comprehensive view of a user’s online activity. This information can then be used to target users with unsolicited ads or even sold to data brokers.

Innovations By Google

In light of privacy concerns, tech giants like Google and Microsoft are creating innovative technologies. These allow websites to gather user data without tracking them across multiple domains.


Google, for instance, has developed a suite of technologies known as the Privacy Sandbox. This includes a range of APIs that websites can use to collect user data, eliminating the need for tracking across multiple domains. Key features include the Topics API for data collection, the Attribution Reporting API for measuring ad clicks, and the FLEDGE API. The latter enables websites to conduct an ad auction on the user’s device without sharing their browsing history with advertisers.


Google emphasizes the importance of first-party data, which is data collected directly from website visitors. It’s understandable that users are more likely to trust and consent to data sharing with a website they directly visit. Additionally, Google is exploring privacy-enhancing technologies like Differential Privacy. This aims to protect user data while still providing valuable insights to advertisers.

Endeavors of Microsoft

Microsoft Edge has introduced features that allow users to control and block third-party cookies. These cookies are typically used by advertisers and websites to track user behavior across different sites. By blocking them, Edge helps protect user privacy.


  • Privacy Settings: Users can adjust their privacy settings in Edge to choose how cookies are handled. There are options to block all third-party cookies or to allow them selectively.
  • Tracking Prevention: Edge includes a tracking prevention feature, which is designed to automatically block trackers from sites the user hasn’t visited, reducing unwanted tracking.
  • User Control: The browser provides clear options and explanations, enabling users to make informed decisions about their privacy and the data they share online.


These enhancements are part of Microsoft’s broader commitment to user privacy and security, reflecting a growing industry trend towards more privacy-respecting web browsing experiences.


Both Google and Microsoft have announced plans to eliminate third-party cookies from their browsers, Chrome and Edge respectively, by the second half of 2024.


The removal of third-party cookies marks a significant shift for the web industry. It will greatly affect how data is collected and targeted. More importantly, it will have a positive impact on user privacy. Users will have more control over their online data and will be less susceptible to digital tracking.


Sustainable Solutions for Data Collection and Management


Given the challenges, analytical operations are shifting towards a variety of best practices, such as:

  • Contextual Targeting: This approach enhances relevance, display efficiency, and success.
  • Universal IDs: These provide a secure and interoperable way to track users.
  • Cohorts: These offer targeted experiences to people with similar interests.
  • On-Device Solutions: These allow for seamless user classification with improved security.

The industry trend is moving towards more privacy-focused marketing practices. Advertisers are looking for ways to reach their target audience without invasive data collection methods. These methods are strictly prohibited by the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

A Cutting-Edge Customer Data Platform Solution

In the dynamic business landscape of today, a strong Customer Data Platform (CDP) has become a necessity. This platform aids businesses in unifying their customer data, creating comprehensive customer profiles, and delivering personalized experiences.


Key Benefits:

  • Data Integration: Seamlessly integrates data from various sources like CRM systems, marketing automation tools, e-commerce platforms, and loyalty programs.
  • Customer Segmentation: Offers advanced capabilities for customer segmentation, enabling businesses to categorize customers based on demographics, interests, and purchase history.
  • Customer Journey Orchestration: Proficient in orchestrating customer journeys across multiple channels, including email, web, mobile, and social media.
  • Actionable Insights: Provides valuable insights that can significantly enhance marketing campaigns, aid in product development, and improve customer service.
  • Privacy Compliance: Ensures adherence to relevant privacy protection regulations, safeguarding customer data.
  • Industry-Specific Features: Equipped with features specifically designed for various industries such as retail, financial services, and healthcare, enhancing its applicability.
  • Functional Benefits: Offers a suite of benefits including real-time data collection, cross-channel marketing, A/B testing, and optimization capabilities.


Customer Data Platform is an ideal solution for enhancing business agility, competitive intelligence, and resilience in the current data-driven commercial ecosystem. As industries evolve, such tools are set to play a crucial role in maximizing business value.


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