Googles Chrome which began banning third

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Party cookies in July 2023, has not completely completed blocking as of March 2024, but is expected to complete the blocking within this year. Safari, installed on Apple products such as iPhone and iPad, has restricted the use of third-party cookies since 2017. This is called ITP (Intelligent Tracking Prevention). This ITP prevents behavioral history tracking by cookies by deleting third-party cookies within a certain period of time. If Google bans third parties, we can expect it to become similar to Safari's ITP, so let's see how ITP regulates cookies. According to ITP2.3, it is impossible to track the access history of third-party cookies on websites other than our own. In addition, for first-party cookies, it is only possible to determine which Internet advertisement they came from for 1 day, and after 7 days, users who came from the same browser are also identified as different users.


In this case, unlike before, it will be impossible to obtain the age, gender, age, and Cambodia Phone Number Data path information of the user who clicked on the advertisement, and the path to the company's website, and it will also be difficult to target the same user and continue to expose Internet advertisements over and over again. It becomes impossible. Due to cookie regulations, it is difficult to determine the status of inflows to our website. In July 2023, Google Analytics changed its service from UA to GA4 as a measure against cookie regulations. In Google Analytics UA, a user's behavior within a website is measured in sessions from site visit to exit, but in GA4, behavior is measured by actions such as clicks or video playback that occur within each page, or events. We are taking a measurement approach. The length of time spent on the site and the viewing of multiple pages can be measured using an indicator called “Engagement,” which indicates the intensity of intimacy and connection with the user.



Let's say a company is analyzing traffic to its website using GA4. Since the app provided is for iPhone only, if the browser ratio of users visiting the mobile website is Safari vs. Chrome = 5:5, under the current situation, cookies of users who entered Safari will disappear after one week, so special measures are needed. Unless you set it up, there will be problems with identifying users of the same browser as different users. In digital marketing, the problem that arises from blocking cookies is not the relationship with existing customers who have contact points that enable continuous communication, but the increase in the difficulty of securing contact points with potential customers who have the potential to become customers. Previously, through third-party cookies, it was possible to easily estimate whether a customer was on the verge of purchase or in the process of product comparison and display an appropriate message.