Fuzz Martin 0:00
Good Morning Podcasters! Your browser is about to go on a diet. Let's talk about how the lack of third party cookies in Chrome is going to affect your ability to market your podcast.
Fuzz Martin 0:15
Thank you for tuning into Good Morning Podcasters. By the way, the phrase tuning in is the audio equivalent of saying your let me videotape this. My name is Fuzz Martin. And this is a show about marketing, advertising, public relations and social media topics all as they relate to podcasting. Today, I'm going to talk about the sunsetting of third party cookies and how that will affect marketing your podcast. What are third party cookies. third party cookies are cookies that are set by a Website Other than the one you're on. So for example, if you're on, let's say, bestbuy.com. And Facebook sets a cookie in your browser from Best Buy's website, that Facebook cookie would be an example of a third party cookie, it's a third party, it's not Best Buy, it's somebody else.
Fuzz Martin 1:05
For many years third party cookies have been used by websites to track users gathered data help advertisers provide more targeted ads to the right people. If you think about sometimes you're being tracked all around and seeing that ad for that pair of shoes that you're looking at on Zappos? Well, that's an example of cookies at work. They've helped websites with conversion tracking by determining which ad platform a user came from and whether or not they completed a sale. There are all sorts of benefits of third party cookies to advertisers. But many consumers feel that this data tracking is an invasion of privacy. And it might be and with there being a lot of trends toward data privacy and legislation on that, including GDPR and the CCPA.
Fuzz Martin 1:53on Google Chrome sometime in:
Fuzz Martin 2:15
Google's ban on third party cookies does not affect first party cookies, though first party cookies are those set by the website that the visitor is on. So for example, if you set dark mode on certain websites, or have some sort of other preferences for language or size of font, things like that, that will be done with first party cookies. Same with shopping carts and other examples. Again, first party is when the website you're on sets their own cookies. And that will not be affected by Google's third party cookie ban in Chrome.
Fuzz Martin 2:50
So what does this mean to you as a podcaster, it means that you're going to have a harder time getting your ads in front of the right audience. And it'll be almost impossible to retarget users on different websites. And I say you because large sites with really big datasets are actually going to have a lot of benefit from first party cookies and be able to do more than more smaller websites will be able to, for example, Facebook has a lot of first party data, people give them pretty much every bit of information about who they are and what they like. So advertising on the Facebook platform is still going to be really easy to reach different groups of audiences, but you likely won't be able to do things like retarget people who visited your website on Facebook, okay, so if they, if they go to your website, and then leave, you won't be able to necessarily serve them ads based on that visit while they're on Facebook. This also means for you there's going to be a new focus on gathering as much first party data as you can as an advertiser or marketer, you'll have to rely more on things like your email, newsletter and other data gathering promotions in order to get information on your users and help advertise to them better.
Fuzz Martin 4:00
As always, creating useful authentic content will be the best way to get people to interact with your podcast and share information that can be used for marketing to them, and hopefully their friends.
Fuzz Martin 4:11
All in all, this is a big one for privacy, but it will make your job marketing more difficult. And it will make the big guys have more power, while the little guys have fewer tools to compete, but sometimes that's the way of the world.
Fuzz Martin 4:28
That'll do it for Good Morning. Podcasters Thank you for listening. If you enjoyed the show, please hit the Follow button in your podcast player. You can listen to the entire back catalogue of Good Morning Podcasters at goodmorningpod.com new episodes on Mondays Wednesdays and Thursdays and with that. I will talk to you tomorrow. Right here on Good Morning Podcasters