The impact of Google's decision on third-party cookies

Google has announced it will continue to support third-party cookies in Chrome

Key points:

• In the investment management sector, over 80% of professional fund buyers are 'protected' behind internet security that automatically blocks cookies from dropping.
• Data comparisons from Alphix Solutions have highlighted data gaps as a result of cookie blocking of up to 90% in certain markets.
• Alphix offers a cookie-free site performance monitoring solution that captures 100% of site traffic, unaffected by ad blockers or browser restrictions.

Google's recent decision to continue supporting third-party cookies in Chrome may seem significant, but for marketers and advertisers, the impact is minimal. This is because a substantial portion of web traffic is already invisible to traditional cookie-based web analytics due to the widespread use of ad blockers and privacy-focused technologies.

The current landscape: ad blockers and privacy tools

In the investment management sector, over 80% of professional fund buyers are 'protected' behind internet security that automatically blocks cookies from dropping. Ad & script blockers and privacy tools are now commonplace, with over 40% of internet users employing them to prevent tracking and ads. Amongst professional fund buyers in the asset management target segments, this number is closer to 70%.

These tools don't just block third-party cookies; many also block first-party cookies and tracking scripts, leading to significant data loss for marketers. For instance, ad blockers can prevent the loading of key scripts, like tracking pixels and analytics tags, that marketers rely on to gather data, resulting in incomplete customer profiles and making it hard to understand user behaviour. 

Even first-party cookies, often considered a safer alternative, are not immune. Some ad blockers have the ability to block first-party cookies, and certain browsers limit their lifespan, further complicating tracking efforts.

The need for a new approach

Given these challenges, relying solely on cookies for tracking and site performance measurement is increasingly unreliable. Marketers need solutions that provide accurate insights without depending on cookies.

Data comparisons from Alphix Solutions have highlighted data gaps as a result of cookie blocking of up to 90% in certain markets.

How Alphix Solutions addresses these challenges

Alphix offers a cookie-free site performance monitoring solution that captures 100% of site traffic, unaffected by ad blockers or browser restrictions. By using a proprietary tag that doesn't rely on cookies, Alphix ensures that every pageview is recorded, providing a true view of actual traffic. This approach allows marketers to:

• Gain accurate insights into website performance
• Understand the true value of their traffic
• Make informed decisions based on complete data

In a digital landscape where privacy tools are increasingly common, solutions like Alphix are essential for effective marketing and site performance measurement.