By Manju Mani – Brand Marketing Analyst at IIDM™
End of Google third-party cookies in 2022, what does that mean to you? Well, let’s start from here, what are cookies? You may think about those crunchy ones that we treat ourselves with, well they are but the ones we are talking about here are found on your computers, on the websites. Cookies are small data sent by the websites to the device you are using, which are stored to provide certain information about you to make your experience with the website better.
There are 2 types of Cookies
First-party cookies stored on the website that you are using will allow the site owners to collect data to enhance the user experience.
Third-party cookies will transmit your data to third parties to track and re-target you with ads.
For several years Digital Marketers used this strategy to track and target customers based on their web activity using Cookies. Google Chrome has been a key player supporting this. However, in January 2020 Google announced they will not be supporting third-party cookies due to the recent uproar concerning user privacy and government regulations coming into picture.
Chrome phasing out third-party cookies doesn’t mean it is keeping them at bay. Google mentioned that the ad-tech companies would still be able to deliver their results with a newer technology ensuring the user privacy is preserved.
What are the alternatives?
1. Aggregated Targeting
Digital Marketers will no longer have a choice to provide ads with precision targeting to an individual instead it will be aggregated. Meaning it can be an ad targeting a group of people. This could impact the overall effectiveness of the ad performance. This is also tested by the name FLoC by Google, an alternative to third-party cookies.
2. Invest in Consumer Trust
Change is the only constant. We need to keep in pace with the technological advancements that are happening every day and adapt to new law enforcement that is happening in this space. It’s very natural for customers to buy products/ services from the brands they trust. There is definitely a future for brands that invest in Consumer Trust, which could be one of the ways it can help target customers better.
3. Focus on first-party data:
A lot of publishers generate revenue by partnering with third-party data providers. Demand-side platforms or otherwise called DSPs, should come up with strategies to change this and focus more on the data obtained from first-party, then target using media buying platforms.
4. Privacy Sandbox:
Google has announced Privacy Sandbox as an alternative to third-party cookies. It is said that instead of cookies, anonymized signals received from the user’s browsing habits can be used by the ad companies to gain profits, however, it is not yet clear how this can be used for targeting customers while maintaining privacy.
5. Get innovative:
Marketing is a field of innovation, marketers have always come up with new and clever strategies to promote their ads. Law enforcements towards some strategies are not new, this one doesn’t mean everything is gone. Other types of marketing can be revitalized for example Contextual Marketing. Being innovative and creative is important as a Marketer and we will find a way out soon.
In the end, everyone is a user, and the initiatives taken to protect the privacy of the user are welcoming yet another new challenge for Digital Marketers. If you want to learn more about how to survive such unprecedented events and be at the top of your game check out our website www.thedigitalmarketinginstitute.org we have global-accredited courses for Digital Marketers provided by world-class trainers to help you overcome such situations with ease.
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