Since then, advertising cookies and digital advertising have been the best companions that have allowed to create rich user profiles to enable personalization, relevant ads targeting, and attribution.
Cookies are essentially a vital item placed by advertisers that store information on the users’ browsers pertaining to their interests and moreover the websites they have visited. These cookies information goes across websites and can be shared with several advertisers to measure their ad performance.
The End of the Advertising Cookies!
The end began when Apple in 2017 and Mozilla in mid-2019 blocked third-party cookies by default from their Safari and Firefox browsers respectively. The final blow has come from Google Chrome that the search engine giant announced that it plans to phase out third-party cookies in the next two years.
In recent times, there has been a massive emphasis on data privacy concerns, especially with the enforcement of CCPA in California/US and GDPR in Europe, along with other related privacy laws in numerous countries worldwide. And this is why advertising without third party cookies is going to be a vital need of the hour.
A World Without Advertising Cookies.
Cookieless advertising, As cookies, fade away, the advertisers start to shift their views of campaign performance that would be so cookie-focused. As a result, other avenues are going to get more attention and are now to become more in practice. If you’re a programmatic ad tech company, particularly you might cope up rather well.
Also, if you haven’t really relied on cookies alone for your targeting success but instead have been practicing a diverse and flexible approach to your advertising efforts, you will not face much difficulty in future success. This is because there isn’t much that is going to change for you, your clients, and your platform once third-party cookies are dead.
How To Address Advertising Without Cookies?
With the death of third party cookies, the advertising industry is going to face significant head turns. But some alternatives are going to come into the picture.
We provide here for you, various solutions to cope up with this cookie devastation. Have a look:
Enabling first-party cookies for tracking and attribution:
This would ensure that tracking is done on the website domain of the advertiser. In other words, it will not drop third-party cookies on the website of the advertiser to enable tracking sales conversion on the website of the advertiser.
Server-to-Server (S2S) integration:
This will allow helping track users across multiple advertising channels without dropping a pixel into the website of the advertiser. The events booking, purchase, registrations, signups, or other events occurring on the advertiser’s website is traceable with this.
This enables customers to target and show contextually relevant ads with matching context to the campaign run by an advertiser. As a result, there occurs a strong improvement in CTR and CPC for campaigns running.
Partnering with identity resolution vendors:
Working together with Identity resolution partners as a part of the ecosystem taps on a Universal ID that helps to track users across AdExchange/ publisher’s websites/SSP and. This will also improve the efficiency as well as effective targeting.
Google Privacy Sandbox
Google Privacy Sandbox is an initiative by Google to increase privacy in the web while still enabling tracking, control, and measurement. As this is developed by Google Chrome, it can act as a standard for targeting.
Advertising Without Cookies? A Good Idea!
When talking about a world without cookies, the focus should be on a cookie alternative that prioritizes privacy. This should speak directly to the issues that have been plaguing third-party cookies since the time of their inception.
Advertising based on cookies seems irrelevant and intrusive simultaneously. For instance, an ad that you once looked for a pair of trousers and didn’t like will keep following you around the web to the maximum.
This kind of behavior makes it very evident to consumers that their data has been being shared in an ineffective way. Consequently, there is a loss in the trust of brands to attract new customers/retain existing ones.
Consumers, on the other hand, are themselves trying to create their own cookie-free worlds by blocking the ads that they are shown. Even without Google stopping third-party cookies, these tools already are a threat to publishers.
Advertising Without Cookies: A Final Wind-Up!
Start testing advertising strategies that reach beyond cookies.
Implement keyword targeting and contextual targeting and do not wait for the change to get over you.
The world deserves a safe haven and an honest internet ecosystem. Who knows? A cookie-less internet might be what we all have been looking for all along.
Innovation and evolution go hand in hand with thriving business models, which means losing cookies might just be the best thing happening to the advertising industry.
If you strategize wisely and work in harmony, you can reshape a whole new form of digital marketing arena that benefits all parties with bigger results. Do not worry about the cookie conundrum, keep calm and market on.
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