How To Embrace A New World Of Marketing Without Third-Party Cookies | Cheetah Digital | Open mic


The marketing world has talked a lot about Google’s plans delete third-party cookies. The Chrome browser, which hosts around two-thirds of the online market, will no longer host third-party cookies. It’s a blow to marketers considering Mozilla’s Firefox and Apple’s Safari browser are already blocking third-party cookies.

Many advertisers and marketers are desperately trying to figure out how to survive in this new world of marketing. Should you take that brush from the garage and pursue a different career? Or should you adopt new marketing strategies that don’t rely on third-party cookies?

Were third-party cookies this awesome?

What most people don’t realize is that third-party cookies were messy from the start. The timing of cookies was a huge problem, making it difficult to provide consumers with personalized experiences. Without a good cookie match, consumers often end up with annoying advertisements and what appear to be pushy marketing strategies.

In addition, most tracking cookies are already blocked by various browsers. According to Research 2017 by Flashtalking, 64% of tracking cookies are deleted or blocked by web browsers. So marketers and advertisers are wasting money on missed opportunities. It’s like throwing half your budget down the toilet.

The big question: Will Google introduce individual user tracking?

There was a lot of speculation that Google might release a new mechanism for tracking individual users to replace third-party cookies. Unfortunately a recent Google statement says the opposite. David Temkin, chief executive of Google, said they would not create any alternatives for individual web tracking.

Therefore, Google’s ad acts as a wake-up call to all advertisers and marketers to start building relationships with consumers. Their content was no longer personalized to meet the individual wants and desires of consumers because it was so easy to access third-party cookies. It’s time for marketers to get back to work creating personalized content that serves individual customers while respecting user privacy.

How to survive in the new world of third-party marketing without cookies

It is undeniable that the blocking of cookies has already started. Marketers have no choice but to find better ways to connect with their audience. Here are some techniques that can get you started.

1. Invest in a zero-party data strategy

Once we say goodbye to third-party cookies, zero-party data suddenly moves to the fore. Contrary to what most small and medium-sized businesses think, getting your hands on first-party data is pretty straightforward. All you need is to start collecting acceptance data from your customers and the customers of your competitors. Make sure you get their consent to text, email, and advertise them based on their needs and wants.

Right from the Contact Us page or by incorporating quizzes and experiences into your marketing, you can get all the proprietary and non-party data you need. Make sure to add some incentives on your website to encourage consumers to give more details. You can also work with a partner to create a zero-party data strategy.

2. Return to contextual advertising

Exit with the new and enter the old. It’s time to get back to basics and invest in contextual advertising. Keyword targeting was a game-changer before people quickly adopted third-party cookies. Although most marketers have lost touch with this technique, it is easy to relearn and implement.

Contextual advertising involves placing advertisements relevant to other content in the environment or on the screen. Say you walk into a bar right now? Would you like to see a beer ad or a knitting ad? Contextual advertising allows you to create personalized content for your consumers, thus generating quality leads. Your ads will be much less spooky and more relevant than using cookie-based retargeting.

Moving forward

The disappearance of third-party cookies requires every business to invest in a zero-party data strategy as part of an overall customer engagement strategy. You need reliable, agile, and scalable software that can host your databases, email, and mobile marketing. At Cheetah Digital, we can help you make the transition to the world of 3P cookie-free marketing and make your marketing strategies more sustainable. Make sure Contact us today to speak to an expert.

How do you start a zero-party data strategy? See how other brands have done it.


About Madeline Powers

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