Preparing for Google Chrome’s Cookie Restrictions — Constantine Yurevich // SegmentStream
- B2C, B2B
- Brand, CRM, Content Marketing, Organic Growth, Operations
- Marketing Analytics, Advertising Platform
- Marketing Attribution, Performance Marketing, Market Segmentation
Constantine Yurevich
SegmentStream
- Part 1 Preparing for Google Chrome’s Cookie Restrictions — Constantine Yurevich // SegmentStream
- Part 2Marketing Strategies to Retire — Constantine Yurevich // SegmentStream
Show Notes
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02:14Google Chrome's cookie restrictionsWhile a lot of marketers think that cookies will disappear altogether, its just third-party cookies that will be deprecated. So, third-party cookies will no longer influence analytics as we know it currently.
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03:56How firstFirst-party cookies help us to understand user behavior on our own websites and connect sessions to a particular user. Third-party cookies track user behavior across multiple websites and are created by parties other than the website owner.
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05:40ThirdAdvertisers will see a decrease in performance and adtech companies without the ability to track user first-party cookies will be unable to function. Facebook and Google won't be able to track customer behavior across multiple websites as easily.
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07:04Cookie deprecation on Safari vs Google ChromeIn addition to blocking third-party cookies, Safaris ITP erases first-party cookies from the browser in one to seven days. When customers dont buy from the first click, theres no way to track the customer journey.
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08:12Using cookies to understand marketing performanceCookies are an unreliable source in terms of enabling marketers to understand the customer journey across devices and browsers. So, that is the issue with cookies that marketers need to develop solutions for.
Quotes
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"Cookies will not disappear in any observable future. Most of the internet is working on cookies. The main idea is that third-party cookies are going to be deprecated." -Constantine Yurevich, CEO, SegmentStream
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"Safari has a lot of restrictions for iOS14.5 users. It's not allowed to track them at all. So theres a big difference between what Google plans to implement and what Safari already implemented." -Constantine Yurevich, CEO, SegmentStream
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"First-party cookie's main purpose is to allow you to understand and stitch together the customer journey between multiple visits, sessions, or even page views." -Constantine Yurevich, CEO, SegmentStream
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"When someone comes to your website and visits multiple pages, the only way to understand that these two pages were viewed by the same user is to stitch it using cookies." -Constantine Yurevich, CEO, SegmentStream
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"When third-party cookies are deprecated, adtech companies that do not have the ability to track users using first-party cookies will disappear and will not be able to function anymore." -Constantine Yurevich, CEO, SegmentStream
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"Our biggest problem is cross-device and the cross-browser customer journey. This is the problem that marketers need to understand how to solve." -Constantine Yurevich, CEO, SegmentStream
- Part 1 Preparing for Google Chrome’s Cookie Restrictions — Constantine Yurevich // SegmentStream
- Part 2Marketing Strategies to Retire — Constantine Yurevich // SegmentStream
Up Next:
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Part 1Preparing for Google Chrome’s Cookie Restrictions — Constantine Yurevich // SegmentStream
Constantine Yurevich, Founder and CEO of SegmentStream, talks about how you can prepare for the future of marketing. As third-party cookie deprecation draws closer, marketers and advertisers are looking for alternatives to traditional analytics to understand user behavior. While cookies will not be completely eliminated from browsers, the advertisers that do not have their own inventory, website, or the ability to track user first-party data will not be able to function effectively once the deprecation is completed. Today, Constantine discusses preparing for Google Chrome's cookie restrictions.
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Part 2Marketing Strategies to Retire — Constantine Yurevich // SegmentStream
Constantine Yurevich, Founder and CEO of SegmentStream, talks about how you can prepare for the future of marketing. Conversion tracking today is inherently flawed due to Safari’s ITP, longer sales cycles, and other limitations. As the limitations on cookies grow, marketers will need to move away from the traditional method of tracking conversions to analyzing each visit to the website to effectively track performance and understand user behavior. Today, Constantine discusses marketing strategies you need to retire.
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