Going Going Gone. Say Goodbye To Cookies And Prepare For The Future
It’s official; cookies are becoming a thing of the past. The final confirmation came in January of last year when Google announced that it would not support third-party cookies on its chrome browser within the next two years. Other browsers such as Apple Safari and Firefox already block third-party cookies by default with Intelligent Tracking Protection (ITP) and Enhance tracking protection (ETP).
Let’s face it; people spend more time online purchasing products, getting information and consuming content every day. Convenience and privacy are critical and this is not about choosing one or the other. For many marketers, these third-party cookies are used to plan out their digital advertising strategy. It is a convenient way to find out where their customers are and where to reach them. Now without cookies, it has caused many to shift their strategies. Here are a few ways to prepare for a cookieless future.
Know the Facts
For years, digital advertising technology has been powered by third-party cookies. It is still essential to continue to be well versed in this strategy because although there will be a shift, the way marketers have reached customers across the internet is key to understanding. It can help marketers understand what a world without third-party cookies may look like; it’s all about recalibration, not a replacement.
Some tools that you are currently using will be unable to perform the same use cases without third-party cookies. You must take your current solutions and make a game plan for how you and your team will make the shift. Understanding your media partners and how they plan to adjust to this change is a great place to start.
First-party data will be the new key to understanding your customer and potential customers. Having a strong connection with your customers and building a strong foundation will help you continue serving your customers with the best service possible. There can be a few benefits to first-party data: you are getting the information directly from the source, so you know that the data is valid and because it comes straight from your audience, you know it’s relevant to your business.
Third-party cookies enable us to create ads that customers can see and figure out which ones were more influential. In a world without them, it is going to be much more difficult for brands to hold their media partners accountable, Which means each of them will be encouraged to take credit for selling your products. It will be essential for marketers to work with their available media data and their first-party data to create strategies that will work for them and their ad spend.
This will not be easy at first to navigate. However, it should give you every incentive to learn as much as possible and prepare for what is ahead. It will be a new opportunity for simplified and more personal advertising.
Have questions about a cookieless world? Give us a call today and we can help build a strategy that will put your business on track to success 334.446.6149.
Posted: Oct 08, 2021