Third-party cookies: phase out

To begin, cookies are small text codes that are saved on your browser. When you find an interesting website and you save it to your bookmarks, cookies do the same in reverse for the website. They save your logins, preferences, product interests, etc. Thereby, cookies that are stored by publishing partners are called third-party cookies. They allow cross-site and cross-app tracking to improve the advertising. Above all, they make it more relevant for the end-user.

Secondly, you can discuss whether cookies are important or not. However, cookies are still important for advertisers in order to target their audience on a personalized level. But are they used in the right way? Advertisers often put too much effort into chasing individuals while they often forget about the brand building – attracting new potential customers.

For instance, nothing is more frustrating than receiving an advertisement of an item you already bought. In other words, too many times marketers are paying for hyper targeting. When it’s not relevant for the end-customer it is just a waste of time and money.

Examples

Next, there are a lot of possible solutions for when the third-party cookies phase out. For example:

• Adapt your digital marketing strategy.
• Develop an effective first party data approach which helps you to keep a part of the personalized experience. For instance, use Google Analytics to track what your customers search on your website.
• Invest your time in websites, page interactions, demographics and conversion funnels.
• Integrate your AI-driven chatbots with channels like Facebook and Instagram to engage with customers in a personalized way.

Email marketing

Additionally, email marketing will be more important than it ever was. Make your e-mail campaigns relevant for the customer. This can be an attractive way to collect more data. Thereby, improving your quality scores by putting the email lists into Google Ads can help to retarget subscribers. Above all, succeeding in making a proper email marketing will give you everything that third-party cookies could provide. This contextual advertising will take the upper hand again if you want to keep reaching your target group.

To conclude, it is important to note that you don’t need to be afraid of those changes. Instead you need to embrace them with new insights. Thereby, you need to look at your customers needs and adapt. Build up your brand to the next level. But make sure that you become personal without overriding privacy.

Need help with setting up a new digital strategy or building a brand? Contact our experienced marketing & sales consultants who love to help you reach your goals.

Chelsea is a Creative Marketer who likes to analyse figures and customer behaviour. Experienced in Product Marketing, Category Management and Marcom. Thereby, she started her career as Product Manager in Haier Benelux where she had a lot of responsibilities and learned to think and work as an entrepreneur. For Chelsea, it is important to be challenged and make a business grow. She is an enthusiast consultant that will always have a big smile on her face.

Want to know more about Chelsea? Feel free to start a conversation with her on LinkedIn.