The phasing out of third-party cookies, also known as “the cookie death”, has created a lot of concern and uncertainty in the marketing industry. Digital advertising will undergo a revolutionary change when cookies disappear and the possibilities for effective marketing will be severely limited. Therefore, it is important to be forward-leaning and explore new ways of working that are independent of third-party cookies – something that we will talk more about in this article.
We are in a time where the so far relatively open internet is undergoing changes. User demand for privacy and data protection has increased significantly, which has led to increased use of adblockers, and the introduction of the General Data Protection Regulation (GDPR).
Read more about GDPR here.
This change has an impact on the digital ecosystem and places new demands on advertisers who want to reach their users with precision and efficiency. The very precision that has been an important factor for success in digital advertising is becoming increasingly difficult to achieve.
Many tech providers have already started the phasing out of third-party cookies, such as Apple and Mozilla’s. However, Google has postponed the phase-out time and time again. The latest bid is for them to be phased out in the second half of 2024.
How will advertisers be affected by these changes?
Knowing exactly what the phasing out will mean for advertisers is difficult to answer, but reduced tracking and measurability is something all advertisers should count on. There will be a challenge in being able to find, segment and reach your target groups with targeted online marketing.
– Many individuals mistakenly believe that they can postpone taking any action until 2024, but the reality is quite different. As a matter of fact, third-party cookies have already been phased out by most companies, leaving only Google as the remaining entity. It’s vital that we adopt a proactive approach and address this matter without delay, emphasises Martin Berqvist, CEO at Brain Nordic.
What strategies can be employed to address this issue?
Utilize Contextual Targeting
Contextual targeting is an efficient way advertisers can connect with their target audience. With contextual targeting, advertisers show ads to users based on the content they’re currently consuming rather than tracking their behavior across the web. This strategy involves examining the content the user is consuming, the topic, and keywords to understand their interests and display ads that relate to them.
Build a Strong Brand Strategy
Building a strong brand strategy is also key to continuing efficiency in a cookie-less world. This means investing in your brand messaging, creating engaging content, and consistently communicating with your audience. By doing this, you can position your brand as a go-to resource for your audience. When your audience is already familiar with your brand, they’re more likely to click on your organic social posts or your ads, and convert.
Consider the use of AI
AI-powered advertising has been gaining ground for some years now. Without any doubt, it is an essential tool in the current digital advertising landscape. Advertisers can leverage AI to analyze first-party data and personalize content. Given its predictive analytics capabilities, AI is in a good position to understand a visitor’s journey in real-time across various touchpoints, enabling advertisers to make necessary changes to their strategies quickly.
Emphasize Customer Data Privacy
Be transparent with customers about data usage to earn their trust and comply with privacy laws. Advertisers should prioritize customer data privacy to maintain a positive reputation.
Leverage First-Party Data
One of the ways advertisers can stay efficient without cookies is by tapping into first-party data. First-party data encompasses data collected from your website visitors and customers such as their demographics, behavior, and preferences. Analyzing this data can give you insights into your target audience’s behavior, which you can use to tailor your campaigns. You can then use your first-party data to create customized messaging, personalized ad campaigns, and to better target your audience. This can all go a long way in driving conversions.
Our service, Strategic Audience Map, utilizes first-party data to define your best customers and connect with “twin” audiences in the market. It offers a solution to the limitations posed by the cookie phase-out, empowering businesses to navigate the changing landscape and deliver personalized marketing campaigns while respecting customer privacy.
Exploring alternative strategies independent of third-party cookies will be crucial for maintaining effective and personalized marketing campaigns in a changing digital landscape. By embracing these approaches, businesses can navigate the challenges posed by the phasing out of third-party cookies and continue to connect with their target audience while respecting their privacy.