As we head into a cookieless future, it’s important to understand how to best prepare for this change. Google previously announced the phase out of third party cookies would happen by Q4, 2024, but recently announced the timeline has been pushed to 2025. Check out Revel’s recommendations for adjusting to a digital marketing world without third party data, ahead of the Q4 holiday rush.
Let’s clarify the difference between first and third party cookies:
First Party Cookies are solely collected by the domain you’re visiting. These cookies only allow the website owner to collect analytics data.
Third party cookies are placed on your device, and track your behavior across websites. These are used by online advertisers to track your interests and serve you targeted ads.
Here are three things you should be doing now to prepare, and step into Q4 with your best foot forward.
First Party Data Hygiene
The reliance on first-party data is more important than ever. Lean into sign-up forms and lead gen initiatives to collect emails, phone numbers and geographical data from your customers. Make sure this data collection is audited regularly to ensure clean, accurate data for more effective segmentation and targeting. These audits should also include clearing out duplicate and outdated information.
Artificial Intelligence (AI) and Machine Learning (ML)
AI and ML technologies can analyze first party data to determine patterns in customer behavior and predict future engagement trends based on these insights. This technology can also identify users similar to the customers on your site to help get the right ad in front of the right person at the right time.
Contextual Targeting
A cookie-less solution where ads are placed on websites based on keyword and content relevance to deliver a personalized experience for the customer, as opposed to behavioral targeting based on historical online behavior.
Investing in these types of marketing tactics that do not rely on third party data, will be crucial to ensure you are reaching the right audience.
Resources:
https://www.wired.com/sponsored/story/how-companies-can-thrive-in-a-cookieless-future/
https://digiday.com/marketing/google-delays-third-party-cookie-demise-yet-again/
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