Have you been preparing yourself for advertising without cookies? Since third-party cookies will be blocked in 2025, you still have time to set it all up. This applies only to Google because Firefox and Safari implemented this change a few years ago. While this is an ultimate win for consumers and their privacy, advertisers have yet to get used to upcoming changes. To show not everything will be lost without cookies, we’ve selected four opportunities every marketer should take advantage of.
Engagement platforms
Although cookies will become unavailable, businesses will still have to monitor their conversions. More importantly, they will have to learn how to set it all up to accommodate new circumstances. However, there’s no need to worry about this segment too much. Some practices already rely on first-party data for conversion tracking. Given their rapid development, some are more reliable and effective than others. It’s also possible to find one comprehensive tool with various features that integrate well with networks such as Facebook and search engines such as Google. All you have to do is find the one that suits your business model and marketing goals best.
First-party Data
Most marketers have become used to third-party cookies and advertising networks to find the right audience. Little do they know that first-party data allows them to do so much more. The data they’ve already collected from their customers can be used to craft personalised ads. By analysing some of their most specific points in customer behaviour, you can come up with an ideal offer to satisfy their needs. Although some think third-party data is superior to first-party data, it’s actually the other way around. For starters, the latter are more relevant and accurate. Also, there’s little to no privacy concern because customers consent to data usage before collecting it.
Alternatives
The foundation of marketing is creativity. While there are endless practices, it’s still important to experiment, especially when it comes to advertising. To create and position ads, you have to use all the knowledge you have of your customers. If you don’t know where to start without cookies, there are a few alternatives to try. For example, you can narrow down your approach and be more precise using first-party data as discussed above. Also, there’s contextual targeting. If you already know which websites your customers frequently visit, then that’s the right place for your ads.
Research
Since relying on first-party data instead of third-party data is essential, you need all the help you can get. The most effective way to get data is through market research. By researching the market, you’ll understand the key habits of your customers. Based on that knowledge, you can launch equally effective campaigns without cookies. To start with market research, you should resort to polls, surveys, Q&As, and feedback for a start. Other than that, social networks are perfect for listening to what your target group needs and wants. If you still need some help analysing the data, a talk with an analyst might help you understand it better.
To conclude, preparation is key for advertising without cookies. When the time comes, you’ll be able to benefit from these four opportunities. As a result, your marketing efforts will continue producing desired results.
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