Preparing for the Phasing Out of Third-Party Cookies

Say goodbye to the third-party cookie! As Google phases them out, it’s crucial to accelerate your first-party data strategy for effective marketing. To understand why and how, let’s explore this changing landscape. 

The Trouble with Third-Party Cookies: 

These cookies used to build user profiles and target ads based on online activity across different websites. However, privacy concerns and regulations are leading to their demise. 

What This Means for Marketers: 

Heavy reliance on third-party cookies will cause targeting and tracking challenges, impacting ad relevance, performance and costs. But fear not! Alternative solutions exist:

• First-party data: This data, collected directly from your audience, is your goldmine. By expanding its depth and breadth, you can reach the right people with the right message, anytime, anywhere
• Privacy-focused identity solutions: Find tools that respect user privacy while helping you identify and connect with your audience segments
• Tech innovation: Stay ahead of the curve by exploring new technologies that enable effective marfketing while upholding privacy 

Focus on first-party data

Building a strong first-party data strategy is key. The approach differs depending on your current data volume and goals: 

• Rich existing data: Focus on optimising data storage, management and activation while ensuring privacy compliance 
• Need for deeper understanding: Invest in building data products and models for better audience segmentation and targeting 
• Limited data: Prioritise tactics like data generation and value exchange to build a solid foundation for future growth 

No matter your starting point, continuously enriching your first-party data will empower you to thrive in the post-cookie era. Embrace the change and unlock powerful, privacy-conscious marketing! 

The role of identity and MarTech 

As third-party cookies crumble, understanding your audience takes centre stage. To effectively connect across devices and channels, you’ll need robust identity solutions. The goal? A unified customer view that respects privacy. Imagine personalised experiences without relying on intrusive tracking – that’s the future of advertising. 

Here are some strategies to consider: 

1. Build a unified ID: Stitch together fragmented user data across your website, CRM and other platforms to create a single, holistic view. This enables personalised experiences without invasive cross-site tracking

2. Encourage logins: Incentivise users to log in, enriching your profiles with valuable data and powering targeted campaigns

3. Collaborate for scale: Partner with publishers, advertisers and tech providers to develop shared identifiers or authentication mechanisms. This tackles fragmentation and offers scalable alternatives to third-party cookies 

4. Master your MarTech: Unlock the power of your data with the right technology stack. Consider future-proofing capabilities in data storage, management, automation, personalisation and activation. Don’t do it alone – we can help you navigate the evolving MarTech landscape

Passion relies on data. We leverage data to guide campaign strategy, optimise budgets and make more informed decisions. Our data-driven approach makes us a stronger performance agency. Let’s chat about future-proofing your data strategy – contact us today!