What are cookies?

Cookies are small text files that are stored on a user's computer or device when they visit a website. They are created by the website's server and sent to the user's browser, and they contain information about the user's preferences, browsing history, and other data that can be used to personalize the user's experience on the site.

Cookies are often used by websites to remember a user's login information, to keep track of their shopping cart, or to remember their language preferences. They can also be used to track a user's behaviour on the site for marketing or analytical purposes.

Does YouTube use cookies?

Yes, YouTube uses cookies to improve the user experience on the platform. When you visit YouTube, cookies are created and stored on your device, which can be used to remember your preferences and to personalise your experience on the site.

For example, YouTube uses cookies to remember your language preferences, your watch history, and your search queries. This information is then used to recommend videos that you might be interested in, or to show you personalised ads.

Additionally, YouTube uses cookies to collect analytical data about how users interact with the platform. This information can be used to improve the site's performance and to help content creators better understand their audience.

What are the laws around cookies?

In the EU, the General Data Protection Regulation (GDPR) requires websites to obtain explicit consent from users before setting certain types of cookies, such as those used for tracking and advertising purposes. Websites must also provide users with clear and comprehensive information about the types of cookies used on the site and their purposes. 

Will YouTube stop using cookies?

It's unlikely that YouTube will stop using cookies in the near future, as cookies are an important part of the platform's functionality and help to provide a better user experience. Cookies are used by YouTube to personalise content, remember user preferences, and provide analytical data about how users interact with the site.

However, YouTube and other websites are required to comply with data privacy regulations and to protect user privacy. This means that they must obtain explicit consent from users before setting certain types of cookies, such as those used for tracking and advertising purposes, and provide users with clear information about the types of cookies used on the site and their purposes.

It's possible that YouTube may make changes to its cookie policy in the future to comply with evolving data privacy regulations or to address concerns about user privacy. However, cookies are likely to remain an important part of the platform's functionality for the foreseeable future.

I thought Google was going ban cookies?

Yes, Google has announced that it will phase out support for third-party cookies in its Chrome browser by 2023. Third-party cookies are cookies that are created by domains other than the one that a user is visiting, and they are often used for tracking and advertising purposes.

Google's decision to phase out support for third-party cookies is part of a broader effort to enhance user privacy and to create a more sustainable ecosystem for digital advertising. Instead of relying on third-party cookies, Google is developing alternative technologies that will allow advertisers to reach their target audiences without tracking individual users across the web.

 One of these alternative technologies is called the Privacy Sandbox, which aims to create a set of open standards for online advertising that prioritise user privacy. The Privacy Sandbox includes a number of proposed technologies, such as Federated Learning of Cohorts (FLoC), which groups users with similar interests together for targeted advertising without tracking individual users.

While Google's decision to phase out support for third-party cookies may have significant implications for the digital advertising industry, it is ultimately intended to enhance user privacy and provide a more sustainable framework for online advertising.

Will the privacy sandbox have an effect on Youtube?

Yes, the Privacy Sandbox could have an effect on YouTube and the way that ads are targeted and delivered on the platform. YouTube, which is owned by Google, relies heavily on advertising revenue, and the platform uses cookies and other technologies to deliver targeted ads to users.

As part of its effort to phase out support for third-party cookies, Google is developing alternative technologies that could be used to deliver targeted ads on YouTube and other platforms. One of these technologies is Federated Learning of Cohorts (FLoC), which groups users with similar interests together for targeted advertising without tracking individual users.

If FLoC or other Privacy Sandbox technologies are adopted for use on YouTube, it could change the way that ads are targeted and delivered on the platform. For example, advertisers may need to adjust their targeting strategies to reach users based on their cohort rather than individual behavior. However, it is still uncertain how exactly these changes will be implemented on YouTube or when they will take effect.

Will this effect brands on YouTube?

Only if brands are advertising. They new technologies could impact brands on YouTube in several ways: 

1. Changes to targeting: FLoC and other privacy sandbox technologies could change the way advertisers target audiences on YouTube. Instead of targeting individual users based on their browsing history, advertisers will need to target groups of users with similar interests, behaviours, or demographics. This could impact the effectiveness of ad campaigns that rely on highly targeted audiences.

    

2. Changes to tracking: FLoC and other privacy sandbox technologies could limit the ability of advertisers to track user behaviour on YouTube. This could make it more difficult to measure the effectiveness of ad campaigns or retarget users with relevant ads.

    

3. Changes to ad formats: To comply with privacy regulations and protect user privacy, YouTube may need to introduce new ad formats that are less reliant on user data. This could impact the types of ads that brands can run on the platform and the way that they engage with audiences.

Overall, the impact of FLoC and other privacy sandbox technologies on brands on YouTube will depend on how they are implemented and adopted by users. Brands that rely heavily on targeted advertising may need to adjust their strategies, while those that focus on building brand awareness may be less affected.

Need help?

We are YouTube experts who will help manage, integrate, optimise, amplify and evaluate your YouTube content and channel, ensuring you reach the right audience and drive high quality engagement and action rates.

Get in touch to find out how we can help with your YouTube marketing strategy: stuart@navigatevideo.com