As a digital marketing or digital marketing company in Chandigarh, you may have already heard about the cookieless future. Google planned for phasing out 3rd-party cookies at the beginning of 2022. However, in late June 2021, the tech-giant suddenly decided to push back the deprecation timeline to the end of 2023.
Despite all that, the important question is, “what does cookieless future mean and how it is going to impact marketing and advertising in the coming years?”Here’s everything you need to know about the cookieless future.
Cookieless Future – Explained by a Leading Digital Marketing Agency in Chandigarh
When a user visits a website, it sends text files to the browser. These files are known as “cookies” and appear on most websites today. Their role is to store important data to enhance the overall browsing experience, such as the user’s access history and their interactions.
When we say “a cookieless future,” we are talking about the end of 3rd-party cookies. As the marketing and advertising industry heavily depends on retargeting and data audience to ensure successful campaigns, marketers are now worried about how the internet going cookieless will affect them. According to our digital marketing agency in Chandigarh, this is how it may affect everyone from Google to marketers to users in the future.
- Marketers: With the end of 3rd-party cookies, marketers and advertisers may see a reduction in the availability of user data. In that case, they will need alternatives to adopt new mechanisms.
- Users: A cookieless future may bring more security to users when they browse the web. And this is the intention of this whole cookieless movement. On the other hand, this may also result in a less personalized browsing experience.
- Google: Through its Chrome browser, Google joined the cookieless movement, but the company itself knows how it will be affected. This is because Google’s search engine utilizes cookies to personalize search experiences.
How Marketers Should Prepare for the Cookieless Future?
Once Google implements the cookieless future, most 3rd-party cookies will automatically diminish in size. Then what will you do? Although this implementation is delayed until mid-2023, there are some practical tips for marketers to ensure their business remains future-proof. Below are a few suggestions by a trusted digital marketing agency in Chandigarh.
1. Focus on Building 1st-party Data Assets
When 3rd-party data disappears, get it from somewhere else. Rely on first-party data that you collect directly from your customers or prospects. It may include newsletter subscriptions and purchase histories. This might seem a little easier said than done, but you can use a Customer Data Platform to ingest data from multiple sources and learn PPC ads.
2. Start Taking Consumer Consent Seriously
3rd-party cookies often create the impression of being ‘followed’ through the web, which is the reason why there is a surge to eliminate them completely. Whatever approach you follow in the cookieless future, make sure you don’t make the same mistake – breaking the trust of users. Make sure the data you collect reflects consumer consent. Learn PPC ads and use sign-ups, subscriptions, and newsletters.
3. Find Alternative Targeting Methods
Although 1st-party data is a key part of the cookieless future, it isn’t the whole picture. In the absence of 3rd-party cookies, a whole new host of targeting methods may thrive to fill the void. And you should know which ones will work best for you. For instance, contextual targeting may make a comeback. Also, Google’s FLoC (Federated Learning of Cohorts) would become a prominent way to target people with similar browsing habits.
4. Invest Your Time in Data Consolidation
To make the most of the user data, marketers have to make sure that it’s fresh, accurate, and complete. This is where data consolidation comes in handy, which combines and stores varied user data in a single place. It allows marketers to streamline their data resources, explore new patterns, and gain crucial insights from multiple viewpoints. Further, data consolidation is the way to customize interactions and correlate online conversion data.
5. Be Transparent
In case you don’t know, 3rd-party cookies have already vanished on Firefox and Safari. So, the cookieless future is almost here! Whether it’s a digital marketing agency or a digital marketing company in Chandigarh, there is no time left to waste. Not only does it mean building up a solid 1st-party data asset, but also assembling a whole new suite of addressability solutions.
Need help? Let us know.
1. Will retargeting end with the cookieless future?
No, retargeting will not end. Instead, it may evolve and provide technology-driven privacy guarantees to users. It will be driven by the concept of ‘cohorts’ – a group of people who share similar interests.
2. Can you help me create a personalised ad without using cookies?
Yes! Being a leading digital marketing agency in Chandigarh, we can help you create personalised ads and reach consumers. What happens between consumers and the ad on a device will stay on the device itself.