What can marketers do as third-party cookies go away?
In recent years, the advertising technology tools utilized to improve ad relevance have exceeded their original intent by exploiting user data and compromising privacy. In response, Google has declared the end of third-party cookies that enable private entities to collect and sell user information to marketers.
Whereas internet users might consider this a win for greater autonomy over their online behaviors and personal details, advertisers will likely groan over the changes. However, phasing out third-party cookies may be good, allowing digital marketers to seek better ad-targeting alternatives and customer relations.
The Current State of Third-Party Cookies
Many ad executives are concerned about Google’s shift from third-party cookies and the latest policy’s impact on their businesses. However, the phase-out wasn’t entirely unexpected. Additionally, first-party cookies – user data from company website traffic – and emerging solutions are expected to provide a path forward.
Google is replacing its third-party cookies with Privacy Sandbox – marketing tools that aim to support ad-targeting without having users’ personal information at advertisers’ fingertips.
As of February 2020, Chrome also began restricting cross-site tracking by third-party cookies to be labeled as HTTPS and developing new measures that prevent misleading and intrusive tracking techniques.
Google hopes the anticipated changes will create a safer and more trustworthy web ecosystem.
4 Tips for Marketers to Adapt Their Traffic-Tracking Strategies
The end of third-party cookies will likely have fewer implications on advertising and marketing strategies than industry professionals think. These four tips can help marketers adapt their traffic-tracking methods for a more innovative approach.
1. Stay Up to Date on Trends
The modifications coming to Google’s third-party cookies and privacy policies are inevitable. Of course, marketers, advertising professionals, and data engineers are concerned about how the changes will impact their businesses.
Digital marketing and advertising are evolving rapidly, forcing industry leaders to think and act quickly.
As Google phases out third-party cookies for enhanced user privacy and online experiences, marketers must stay ahead of the curve by focusing on the latest trends.
Reading up on future changes to user privacy, tracking systems, and how similar brands respond may provide much-needed insight into how marketers can approach their marketing strategies.
2. Vet Alternative Solutions
Limited access to third-party cookies isn’t new, particularly on browsers like Safari and Firefox, which use sophisticated ad blockers to block traffic-tracking websites that collect sensitive user information. Companies that rely solely on third-party user data will find their methods impractical.
Yet, company sales teams must understand their potential and current customers early in the buyer journey to determine the most promising investments and digital sales strategies. The elimination of third-party cookies will ultimately force marketers to vet alternative solutions.
For example, PepsiCo has moved away from third-party cookies and employs first-party resources and psychographic marketing to personalize and strengthen consumer ties.
First-party data collection – user behavior on a company’s website or social media, information in customer relationship management (CRM) programs, product and service feedback, surveys, email subscriptions, etc. – is often the most reliable alternative source for ad retargeting and consumer behavior forecasting.
3. Revitalize Traditional Digital Advertising Strategies
Contextual targeting became a thing of the past as ad-tech companies benefited from behavioral targeting that matched user profiles. However, returning to the traditional advertising model will likely be a viable strategy for overcoming Google’s shift from third-party cookies.
Contextual advertising enables pay-per-click (PPC) advertising on websites that better match keyword relevancy, unlike behavioral targeting, which currently allows marketers to advertise more directly based on user data collection. For instance, a company that sells fitness equipment might see its ads appear on fitness-related websites.
Marketers shouldn’t be concerned about using contextual advertising again, as growing evidence indicated that behavioral targeting wasn’t always the most effective approach. Recent surveys showed that 45% of marketers saw little impact from behavioral targeting, while 23% experienced a decrease in revenue.
4. Safeguard Your Brand with Basic Strategies
Less may be more as the era of third-party cookies ends – and many brands may find it beneficial to strategize a more basic marketing approach.
Essential marketing and advertising strategies will improve customer outreach while safeguarding brands from significant-tech policies and control. Marketers can use straightforward approaches like ultra-directed ads and quantifying data sets without cookies.
It’s important to remember that technology and digital marketing software will continually change. However, maintaining more uncomplicated marketing strategies will make brands less vulnerable in the long term.
Opportunity Awaits with the End of Third-Party Cookies
Marketers and advertisers can dread the impending end of third-party cookies or embrace it as a creative opportunity for improved marketing initiatives. Of course, those who look ahead and begin to adapt early on are less likely to get left behind.
Guest Post Author: Zac Amos is the Features Editor at ReHack, where he writes about cybersecurity, information technology, and other tech topics.
Photo by Christina Branco on Unsplash
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