What Google’s third-party tracking cookie update means for B2B

By: Olivia MacLean

At Brainrider we all run on Google Chrome as our browser of choice. When we heard that Google was rolling out an update that would affect third-party cookies, our first thought was: “How is this going to affect our clients and what effect is this going to have on digital marketing in the immediate and foreseeable future?” 


How will this affect B2B marketers?

When Google Chrome 80 is launched in February 2020, the default behavior for cookies (on the user side) will change. If your site is still HTTP (non-secure) rather than HTTPS (secure), then cookies won’t work. This change could also affect any single sign-on functionality that you’re currently leveraging within your marketing tech stack or even affect the outcomes of applications that rely on cookies to fuel business intelligence tools (such as iframes). 

Google also says that they’re going to take about two years for this update to completely roll out, so don’t panic, you’ve got time to figure out exactly what this means for your business.

“Enterprise IT administrators may need to implement special policies to temporarily revert [their] Chrome Browser to legacy behavior if some services such as single sign-on or internal applications are not ready for the February launch.” – From the Chromium blog by Google. 


How do I check if my B2B website is SEO friendly?
This quick video covers some low-hanging fruit to get you some quick wins. 


What effect is this going to have on digital marketing for the immediate and foreseeable future?

This Google update is one we’ve all seen coming down the pipeline for a long time. Google is constantly working to anonymize user data and make the web a more secure, transparent place for all users. In fact, they’re not the first to bring this to the table (Safari and Firefox already have third-party cookies disabled by default). 

About two thirds of web users have Chrome set as their default browser, so we anticipate this change will have a large impact on the digital advertising space. Expect to see new ways for collecting user data begin to pop up in the next coming months. However, your best course of action will ultimately be to engage prospects with content relevant to their needs and pains and focusing on their user experience with improved buyer pathways to encourage greater conversions.  

Effective engagement with your audience means aligning your content and marketing tactics to their specific needs and interests regardless of where they are in the funnel. This blog post outlines how to meet your audience wherever they are in the buyer’s journey so you can provide the right kind of value they need wherever they are in the funnel.  

Interested in learning more about how this Google cookie update is  going to affect your business specifically? Give us a shout anytime, our team of B2B SEO specialists can dive in and help. Reach out to us at info@brainrider.com or if you’re already a client, feel free to reach out to your Account Manager. We’re always here to help. 


About Brainrider 

Brainrider is a B2B marketing and creative agency. We provide content, web, and digital marketing services through a flexible resource model to meet your business’s specific needs. We’re focused on helping you achieve your business objectives and identifying opportunities for continuous improvement so you’ll always stay ahead of the curve. Get in touch here. 

Subscribe to our mailing list

Olivia MacLean

Olivia MacLean

At Brainrider, Olivia brings a creative flair to all things analytics. Her main focuses are B2B Search Engine Optimization and keeping Brainrider ahead of the curve on the changing landscape of Marketing Technology. Olivia's integrates her strong background in multimedia design to create data visualizations for B2B clients that communicate areas of growth and success to spearhead opportunities for continuous improvement. Whether it be with clients or the Brainrider team, Olivia brings her passion for SEO and MarTech to the table on a regular basis by expanding the breadth of technological understanding, so marketing projects are optimized for success.