Cookies are small files that are stored on your device. They are used to store information about you, which websites you have visited and used to offer you a more personalized experience. Cookies help identify the users and their browsing history, determining what ads or other content the user will see on the webpage.
The marketing industry has been grappling with new privacy concerns now for a while and the digital marketing industry is coming up with ways to keep privacy protocols while still being able to deliver targeted digital campaigns. Cookies have become a concern of some privacy advocates.
We are edging ever closer to the end of the era of third-party cookies. In a cookie-less future, marketers will have to change their strategies as they won’t collect as much data. The basic idea on this is to use cohort data…or provide a blended data of how similar consumers/visitors behavior to the ones on your site. So in short it will be closer to a representative model of your visitors than the actual visitors themselves.
Recent research from KPMG found that 86% of US citizens are increasingly concerned about how companies use their data. 40% stated they do not trust that companies will act ethically with their data. Therefore, brands should use a policy of third-party cookies or go against it, depending on the business model they want to achieve.
Safari and Firefox are already disabling third-party cookies. Google Chrome also plans to disable all third-party cookies by the end of 2023. In light of consumers’ desires for a more private digital experience, transparency from brands has never been more critical. To provide this, marketers also need to open up new communication channels.
It is impossible to overstate the importance of connecting with your target audience. As most brands are focused on either short or long-term success, the customer holds the key to both. Therefore, instead of reaching out to your customers just a couple of times a year, you should look for ways to have a constant dialogue with them.
Ideally, your business should have your target consumer offer input into all of your decisions – both large and small. This ensures that the products and services you provide are what they need. Alternatively, this will allow them to trust in the initiatives you take on, such as environmental projects. So the first step to effectively reaching your audience is by creating compelling messages for your advertising, making sure people have all the information they need to make an informed decision. The second step is finding out which new product lines or services you should be offering to meet their needs.
You should take different steps to prepare for the end of cookie-based targeted advertising. Firstly, visualize a web without it. Then, have advertisers, publishers, or adtech platforms ask themselves what they would do if 3rd party ads were no longer available to them. Which underperforming or deprecated ad formats would no longer be used? And which ones would they miss? Experiences for users will be essential, so integrated ad formats relevant to their situation will be well-adapted to their preferences.
Publishers can take back power by designing content that best suits the needs of their readers. Advertisers and publishers can partner to create content that distracts consumers from the fact that they are reading an ad. Adtech can work with them to provide connections, tools, and an ecosystem that intrigues consumers.
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