{"id":2503,"date":"2020-02-05T19:30:47","date_gmt":"2020-02-05T18:30:47","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=2503"},"modified":"2022-08-12T13:05:56","modified_gmt":"2022-08-12T12:05:56","slug":"fim-cookies-chrome-impacto-no-marketing","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/fim-cookies-chrome-impacto-no-marketing\/","title":{"rendered":"Fim dos Cookies no Google Chrome: O impacto no marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A Google anunciou recentemente a <a href=\"https:\/\/www.adweek.com\/programmatic\/google-chrome-will-phase-out-third-party-cookies-by-2022\/\">inten\u00e7\u00e3o de acabar com os third-party cookies do Chrome at\u00e9 2022<\/a>. Para os marketeers, isto poder\u00e1 significar uma nova maneira de encarar o marketing digital, uma vez que o tracking de todas as intera\u00e7\u00f5es online s\u00e3o feitas atrav\u00e9s dos cookies, pequenas etiquetas de c\u00f3digo armazenas no browser que cont\u00eam informa\u00e7\u00e3o como as p\u00e1ginas visualizadas pelo utilizador em cada website, ou o que adicionou ao carrinho de compras num site de eCommerce. Descubra abaixo o impacto que esta altera\u00e7\u00e3o ter\u00e1 no marketing e como a contornar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O que s\u00e3o third-party cookies?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e1 tr\u00eas tipos principais de cookies: as <strong>first-party cookies<\/strong>, que s\u00e3o geradas pelo website que est\u00e1 a ser visitado no momento, as <strong>third-party cookies<\/strong>, que s\u00e3o geradas por sites externos ao website que est\u00e1 a ser visitado, e as <strong>secure cookies<\/strong>, associadas aos dom\u00ednios HTTPS e que t\u00eam um atributo seguro habilitado para que o seu conte\u00fado fique criptografado sempre que ele se mover entre o servidor e o browser.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por exemplo, imaginemos que estamos a visitar site do <a href=\"https:\/\/expresso.pt\/\">Expresso<\/a>. As first-party cookies seriam emitidas pelo pr\u00f3prio site e as third-party seriam geradas por sites externos como o Facebook ou o LinkedIn. <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-gestor-de-incorporacoes wp-block-embed-gestor-de-incorporacoes wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/HFyaW50GFOs?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=pt-PT&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">O fim dos cookies third-party no Chrome: qual o impacto no Marketing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O Google Chrome \u00e9 um dos browsers mais utilizados do mundo. Segundo o site <a href=\"https:\/\/www.statista.com\/\">Statista<\/a>, 70% dos utilizadores usam o Chrome para aceder \u00e0 internet no computador e 41% em ambiente mobile.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 tamb\u00e9m o Google que controla grande parte do mundo dos an\u00fancios online. O motivo de preocupa\u00e7\u00e3o de v\u00e1rias ag\u00eancias de marketing digital prende-se exatamente com essa quest\u00e3o: o mundo dos an\u00fancios digitais poder\u00e1 mudar radicalmente com o bloqueio das third-party cookies no Chrome.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para o Google, h\u00e1 v\u00e1rias vantagens com esta altera\u00e7\u00e3o: uma vez que o YouTube, detido pela gigante tecnol\u00f3gica, \u00e9 atualmente um dos maiores geradores de primary-cookies, isto poderia significar mais um meio de criar receita, vendendo esta informa\u00e7\u00e3o \u00e0s empresas que quiserem aceder a estes dados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para substituir os cookies, a Google quer lan\u00e7ar o sistema &#8220;Privacy Sandbox&#8221; que assegura que a segmenta\u00e7\u00e3o do p\u00fablico-alvo continua a ocorrer atrav\u00e9s de &#8220;API de preserva\u00e7\u00e3o de privacidade&#8221;, que permite que os utilizadores sejam agrupados segundo os seus interesses e comportamentos, mas impossibilita a identifica\u00e7\u00e3o pessoal de cada elemento.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Existe alternativa aos third-party cookies?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A Google n\u00e3o \u00e9 a \u00fanica empresa a bloquear os third-party cookies no seu browser. Outros browsers como o Safari, da Apple, ou o Mozilla, da Firefox, j\u00e1 come\u00e7aram a bloquear third-party cookies h\u00e1 algum tempo. Esta conjuntura fez com que outros gigantes tecnol\u00f3gicos, como o Facebook, come\u00e7assem a trabalhar em alternativas a este tipo de cookies. A solu\u00e7\u00e3o encontrada pelo Facebook foi adaptar o Facebook Pixel que, ao ser instalado num website, recolhe e envia third-party cookies como se fossem primary-cookies. Deste modo, os dados s\u00e3o na mesma recolhidos e n\u00e3o s\u00e3o bloqueados.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Como lidar com esta altera\u00e7\u00e3o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Uma das maneiras mais eficazes de lidar com este tipo de altera\u00e7\u00f5es \u00e9 garantir a proximidade com os clientes e conseguir manter uma rela\u00e7\u00e3o de confian\u00e7a com o p\u00fablico-alvo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As tecnologias de marketing, como o <a href=\"https:\/\/liminal.pt\/produtos\/crm.html\">CRM<\/a> e as plataformas de <a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\">Automa\u00e7\u00e3o de Marketing<\/a>, desempenham um importante papel na personaliza\u00e7\u00e3o e otimiza\u00e7\u00e3o da experi\u00eancia do cliente. Apenas ao beneficiar de tecnologias deste tipo, as marcas conseguir\u00e3o diferenciar-se da concorr\u00eancia e manter-se relevantes ao longo de toda a jornada de compra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fa\u00e7a download do eBook &#8220;<a href=\"https:\/\/liminal.pt\/ebook-aumentar-vendas-automacao-marketing\/\">7 Maneiras de Aumentar Vendas com Automa\u00e7\u00e3o de Marketing<\/a>&#8221; e descubra como atrair mais neg\u00f3cios com a Automa\u00e7\u00e3o de Marketing e as sete estrat\u00e9gias que v\u00e3o aumentar as vendas da sua empresa. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/liminal.pt\/ebook-aumentar-vendas-automacao-marketing\/\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"226\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2020\/02\/aumentar-vendas-automacao-marketing.png?resize=646%2C226&#038;ssl=1\" alt=\"aumentar vendas com automa\u00e7\u00e3o de marketing, ebook marketing, marketing digital\" class=\"wp-image-2511\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2020\/02\/aumentar-vendas-automacao-marketing.png?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2020\/02\/aumentar-vendas-automacao-marketing.png?resize=300%2C105&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2020\/02\/aumentar-vendas-automacao-marketing.png?resize=600%2C210&amp;ssl=1 600w\" sizes=\"auto, (max-width: 646px) 100vw, 646px\" \/><\/a><\/figure>\n<\/div><div class=\"rtng-rating-total\" data-id=\"2503\"><span class=\"rtng-text rtng-title\">Feedback<\/span><div class=\"rtng-star-rating rtng-no-js \" data-rating=\"100\">\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div><\/div><span class=\"rtng-text rtng-total\">5 de 5 estrelas. 1 votos.<\/span><\/div><form action=\"\" method=\"post\" class=\"rtng-form\" data-id=\"2503\"><input type=\"hidden\" name=\"rtng_show_title\" value=\"1\"><span class=\"rtng-text rtng-vote-title\">O meu feedback:<\/span><div class=\"rtng-star-rating rtng-no-js rtng-active\" data-rating=\"\"><label class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"1\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"2\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"3\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"4\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"5\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><\/div><noscript><input type=\"submit\" name=\"rtng_add_button\" class=\"rtng-add-button\" value=\"Rate\" \/><\/noscript>\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_type\" value=\"post\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_id\" value=\"0\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_post_id\" value=\"2503\"><input type=\"hidden\" id=\"rtng_nonce_button\" name=\"rtng_nonce_button\" value=\"644b19a7f0\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/martech-magazine\/wp-json\/wp\/v2\/posts\/2503\" \/><\/form>","protected":false},"excerpt":{"rendered":"<p>A Google anunciou recentemente a inten\u00e7\u00e3o de acabar com os third-party cookies do Chrome at\u00e9 2022. Para os marketeers, isto poder\u00e1 significar uma nova maneira de encarar o marketing digital, &hellip; <\/p>\n","protected":false},"author":2,"featured_media":2507,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[34],"tags":[223,222,224,14],"class_list":["post-2503","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transformacao-digital","tag-cookies","tag-google","tag-google-chrome","tag-transformacao-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fim dos Cookies: O impacto no marketing | Martech Magazine<\/title>\n<meta name=\"description\" content=\"Descubra qual o impacto do fim dos third-party cookies no Google Chrome no ecossistema de an\u00fancios de marketing digital e qual a alternativa.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/liminal.pt\/martech-magazine\/fim-cookies-chrome-impacto-no-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fim dos Cookies: O impacto no marketing | Martech Magazine\" \/>\n<meta property=\"og:description\" content=\"Descubra qual o impacto do fim dos third-party cookies no Google Chrome no ecossistema de an\u00fancios de marketing digital e qual a alternativa.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/liminal.pt\/martech-magazine\/fim-cookies-chrome-impacto-no-marketing\/\" 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