The Death of The Cookie
By now, we have all heard about the inevitable death of the cookie and what life without cookies may look like. What you’re probably unaware of is that not all cookies are being forced to ‘walk the plank’. The saying ‘death of the cookie’ specifically refers to third-party cookies, i.e. the ones that are responsible for serving you those ads for the shoes you did a google search for.
First-party cookies on the other hand, will still play a vital role in providing personalized user experiences such as keeping you logged in on websites you have previously signed into, or saving your settings, such as your language settings, on websites you have visited.
Is There a Solution?
Currently, there are very few true cookie-less solutions within the industry that brands and agencies can use. Instead of looking for the next big thing, we suggest doubling down on some commonly used tactics like collecting email addresses and utilizing contextual or behavioral targeting.
Data Management Tools
Data management tools such as Google Analytics or Adobe Audience Manager will only become more important in a post third-party cookie future. Data management tools like these can be used to create audience segments based on website activity, like visitors to a specific product page on your website.
Collect Email Addresses
Yes, the time-honored tradition of asking for your website visitor’s email address is still valuable. In fact, it may be even more important moving into the future. By partnering with ad vendors, brands will be able to synchronize email addresses with data that consumers have voluntarily provided to companies like Google, Facebook and Amazon. It is widely expected that this may be a main outlet for third-party data going forward.
Contextual targeting finds a potential consumer based on the pages they’re currently engaging with. For example, if a consumer is currently researching shoes, they’ll be served ads for shoes, and when they switch to researching ‘used cars for sale near me’, they’ll be served ads related to cars. This strategy forces brands and agencies to place emphasis on distributing content that is optimized for high-performing keywords.
Behavioral targeting uses data that’s related to the behavioral history of the person behind the screen, not the device they’re using. Pivotal to a successful people-based targeting strategy, of course, is partnering with a sophisticated CRM solution that allows you to collect, track and leverage advanced data insights using machine learning.
Need Help Navigating the Cookie-less Future?
Let the experts at Maximum Design create a strategy that works for you! Contact us today at (910) 256-2320