Cookieless Future: How Will It Be?
Well, many of us know or have heard about cookies, but to those who might not know, you might have interacted with them on the internet. Cookies are data stored in a web browser that the website can retrieve later. Marketers use cookies to inform the server that the user may have returned to another website.
Marketers have become more worried since the announcement of the elimination of third-party cookies by google, and Apple too has done the same, announcing that the changes that make (IDFAs)Identifiers for Advertisers least valuable than before. Regardless of the growing consumer privacy demands, customers still need personalization. Marketers must ensure that they are using clean and accurate data. One way of keeping this tentative balance is by using cookies that offer consent preferences and store information, but sooner, third-party cookies will be something of the past.
The question that may arise is, why are the third-party cookies going away if they have always worked so well for marketers and consumers? What do you do if you are a marketer that relies on third-party cookies to provide targeted insight as they navigate through the web?
What Is Cookieless Future?
Cookieless future means a transition in the digital space following the announced phasing out of third-party cookies by google in its chrome browser. It was announcedto be in January 2020 but later postponed to 2023; then, how will digital advertising in cookieless 2023 be?
With a lot of digital marketing relying on data from third-party cookies, several ad tech sectors, advertisers, marketers and publishers are in a giant race to find better alternatives. Other identification solutions that are non-cookie identifiers, for example, an email address, will be vital to non-Google technology. Nevertheless, the volume and quality of its first-party information will determine the efficiency of using some cookie replacements, for example, alternative ID technologies. Therefore, the strategy for many businesses is shifting towards collecting numerous quantities of accurate and reliable customer data.
Effects of Cookieless Future
An immediate effect of a cookieless future will be evident in most third-party audience sizes. Audience size will reduce to a point they are not scalable enough for media purchasing activity, leading to irrelevant targeting and low conversion rates. It means marketers must develop fresh audience analysis techniques and depend on other marketing designs like email marketing. On the other hand, companies that sell and process advertising data must create new ways to safely collect and aggregate data that do not depend on third-party cookies, where DMP methods could be helpful.
While phasing out third-party cookies, marketers and businesses need to utilize first-party data more because first-party data won’t go away; instead, third-party cookies will. First-party may techniques are necessary to successfully personalize experiences through the consumer journey while ensuring targeted and relevant advertisement opportunities.
Conclusion
In summary, a world with no cookies may seem so hard for businesses and marketers used to third-party cookies. Still, there is hope that the phasing out will be for third-party cookies, first-party cookies will remain, and there will be opportunities for advertisements, personalization and audience segmentation.
