DIGITAL LIFE

With the extinction of cookies, agribusiness will be the sector most impacted

Google began blocking cookies from third-party websites in January this year and intends to implement the measure for all users in the third half of the year. With the extinction of the browser, websites will have to adapt to attract consumer attention and some sectors will be more impacted than others, having to incorporate new tools. One of them is agribusiness.

What are cookies and extinction...Cookies are data stored by browsers during a visit to a certain website. This data is used to personalize the user experience, as with personalized ads;

For example, when you search for “sunglasses” and it starts recommending ads for “sunglasses” on other occasions, it is cookies;

However, there are privacy concerns involved, which has forced companies to warn about cookie policies as soon as they enter a website;

Earlier this year, Google began blocking third-party cookies in Chrome. The measure only impacted a small portion of users (around 1%), but will gradually reach others by the third semester;

Due to the size of the change, the block may cause instabilities on some sites.

Companies will have to adapt to living without cookies...One of the challenges for companies will be to adapt to deal with a “cookieless” environment, especially with regard to digital marketing and users' digital journey.

According to a study by digital marketing agency Macfor, it is necessary to list trends for 2024 that deal with companies' actions in different ways, such as the incorporation of artificial intelligence (AI) and data analysis.

''With the phasing out of third-party cookies, organizations are being forced to rethink their data collection and analysis strategies to maintain results generated from user tracking and content personalization''...José Fortunato, Co -CEO of Macfor

For Diogo Luchiari, partner and Chief Marketing Officer at Macfor, agribusiness will be one of the sectors most impacted by the industrial revolution. This is because the area is going through a digital revolution, ranging from production to marketing.

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