{"id":2641,"date":"2021-05-11T14:54:19","date_gmt":"2021-05-11T17:54:19","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=2641"},"modified":"2024-04-17T13:44:02","modified_gmt":"2024-04-17T16:44:02","slug":"the-end-of-cookies-and-the-future-of-data-2","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/the-end-of-cookies-and-the-future-of-data-2\/","title":{"rendered":"The end of cookies and the future of data"},"content":{"rendered":"<p>In\u00a0<a href=\"https:\/\/blog.chromium.org\/2020\/01\/building-more-private-web-path-towards.html\">recent publication<\/a>\u00a0on the chromium.org blog, Google announced that it will stop using third-party cookies on websites visited using its browser, Chrome. With this decision, many people wondered if it would be the <strong>end of cookies<\/strong> and, mainly, how browsing data will be tracked.<\/p>\n<p>According to the company, the decision is part of the \u201cPrivacy Sandbox\u201d initiative, launched in August 2019, with the aim of improving privacy on the network.<\/p>\n<p>Other browsers, such as Safari and Firefox, have already made changes focused on security and privacy, but to understand the impact of the decision regarding Chrome, we need to understand the importance of cookies and that of Google&#039;s browser itself.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/the-end-of-cookies-and-the-future-of-data-2\/#O_que_sao_e_para_que_servem_os_cookies\" >What are cookies and what are they for?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/the-end-of-cookies-and-the-future-of-data-2\/#A_importancia_dos_cookies_para_as_empresas\" >The importance of cookies for companies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/the-end-of-cookies-and-the-future-of-data-2\/#O_mercado_de_dados_e_dos_browsers\" >The data and browser market<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/the-end-of-cookies-and-the-future-of-data-2\/#Privacidade_x_Big_Data\" >Privacy x Big Data<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_sao_e_para_que_servem_os_cookies\"><\/span><span style=\"color: #ff9900;\">What are cookies and what are they for?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Cookies are simple text files that store the user&#039;s activities on the internet, with the aim of making browsing more practical, configuring some information automatically. More than that, cookies have the main function of storing analytical information about your browsing history.<\/p>\n<p>Therefore, when we enter a website, various information is stored in the cookie, such as browsing time, pages visited and other data that can be used by companies, such as in marketing campaigns.\u00a0<a href=\"https:\/\/verocontents.com.br\/en\/blog\/o-que-e-remarketing-ou-retargeting\/\">remarketing<\/a>, for example.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"A_importancia_dos_cookies_para_as_empresas\"><\/span><span style=\"color: #ff9900;\">The importance of cookies for companies<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Another important point to understand the impact of <strong>end of cookies<\/strong> is to understand the importance of digital tracking for companies. To give you an idea, a recent study showed that 65% of global investments in digital advertising would be concentrated on\u00a0<a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/\">programmatic media<\/a>.<\/p>\n<p>Programmatic media is an intelligent and extremely assertive way of buying media and depends on the use of cookies. In addition to media buying platforms, we also have large companies, such as Google and Facebook, that use cookies in their remarketing tools.<\/p>\n<p>Evidently, if Google is giving up the use of cookies, there are certainly plans for the digital giant to obtain data in other ways. Let&#039;s understand.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"O_mercado_de_dados_e_dos_browsers\"><\/span><span style=\"color: #ff9900;\">The data and browser market<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google Chrome has 69% of accesses via desktop and 40% on mobile. Absolute leader. It is followed by Safari and then Firefox. Thus, the <strong>end of cookies<\/strong> It would only really be enacted if Google wanted it.<\/p>\n<p>There are other ways, of course, of obtaining user information. O\u00a0<a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-big-data-and-how-to-apply-it-to-your-company\/\">big data<\/a>\u00a0It&#039;s only growing and it wouldn&#039;t be smart to put an end to this information. If a user is somehow logged in to an email, for example, and browsing normally, their data will already be tracked in some way.<\/p>\n<p>Although digital media platforms also have user information, they are restricted to their own browsing data.<\/p>\n<p>Thus, we have a new era in the information market. The login era. ID becomes more important than ever and the daddy of them all continues to be Google. To give you an idea, in 2018, Gmail surpassed\u00a0<a href=\"https:\/\/www.tecmundo.com.br\/internet\/135640-gmail-tem-1-5-bilhao-usuarios-ativos-mes.htm\">1.5 billion<\/a>\u00a0of active users in the world.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Privacidade_x_Big_Data\"><\/span><span style=\"color: #ff9900;\">Privacy x Big Data<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The <strong>end of cookies<\/strong> It should only occur in mid-2022. Until then, the market will have to adapt, seeking alternatives for data collection and analysis. In the era of Big Data, what has prevailed is the search for privacy. The importance and need to keep users aware of their data collection, as well as its subsequent use by companies, is increasingly understood.<\/p>\n<p>In this context, data capture and analysis gain even more importance. Within this scenario, the generation of quality content and total transparency in the forms of data capture and processing (use of double opt-in, privacy policies, more visible forms of unsubscription, etc.) will be boosted and valued.<\/p>\n<p>At the time of ball\u00a0<a href=\"https:\/\/verocontents.com.br\/en\/blog\/integrated-marketing-strategies\/\">digital marketing strategies<\/a>, we will be increasingly funneling towards companies that are most prepared in data intelligence and strategic planning.<\/p>\n<p>And those that already work ethically and transparently will stand out.<\/p>\n<p>Want to speak to a Vero Contents expert? Just click\u00a0<a href=\"https:\/\/verocontents.com\/fale-com-um-especialista\">HERE.<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>In a recent post on the chromium.org blog, Google announced that it will stop using third-party cookies on websites visited using its browser, Chrome. With this decision, many people wondered if it would be the end of cookies, and<\/p>","protected":false},"author":1,"featured_media":2642,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[337],"tags":[12,53,37],"class_list":["post-2641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-marketing-digital","tag-planejamento-estrategico","tag-web-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O fim dos cookies e o futuro dos dados - Vero Contents<\/title>\n<meta name=\"description\" content=\"O Google anunciou que deixar\u00e1 de utilizar os cookies de terceiros nos sites visitados com a utiliza\u00e7\u00e3o do seu navegador, o Chrome. 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Al\u00e9m de publicit\u00e1rio, tamb\u00e9m \u00e9 Master em Programa\u00e7\u00e3o Neurolingu\u00edstica. \u00c9 fundador, propriet\u00e1rio e CEO da Vero Contentes e da ag\u00eancia offline VeroCom.\",\"sameAs\":[\"https:\/\/verocontents.com.br\",\"https:\/\/www.instagram.com\/marcel.castilho.souza\/\",\"https:\/\/br.linkedin.com\/in\/marcel-castilho-e-souza\",\"https:\/\/x.com\/marcelcast\"],\"gender\":\"Masculino\",\"knowsAbout\":[\"Marketing Digital\",\"Inbound Marketing\",\"SEO\",\"SEM\",\"Psicologia Positiva\",\"Mindfulness\",\"Neuromarketing\",\"Neuroci\u00eancia\"],\"knowsLanguage\":[\"Portugu\u00eas\",\"Ingl\u00eas\"],\"jobTitle\":\"Propriet\u00e1rio\",\"worksFor\":\"Vero Contents\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The end of cookies and the future of data - Vero Contents","description":"Google announced that it will stop using third-party cookies on websites visited using its browser, Chrome. 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