The decision by Google and the other major browser companies to axe third-party cookies deserves close attention from financial services companies.

The move will effectively end the traditional supply of data that has enabled personalisation, optimised website interactions and driven internet advertising. A company will no longer be able to build a picture of individuals’ habits and preferences by using a cookie to track where its web visitors go once they have left its site.

The reason the big browser companies have called a halt to third-party cookies is because of their fears about infringement of legislation such as the EU’s GDPR (General Data Protection Regulation) and the CCPA (California Consumer Privacy Act) in California.

In theory, the end of third-party cookies has come just at the wrong time, as millions of people shift to online or mobile banking in large numbers. In the UK, for example, more than three-quarters of Britons now use online banking and 14 million use digital-only banks.

How can technology improve web interactions without the cookie? Read the tips of Dave Hendy, UK Regional Sales Director, Fanplayr