The Road Ahead: Navigating the Cookieless Future
Gain insights into strategies and techniques for the cookieless future.
Your Guide To Help Your Business Navigate the New Digital Marketing Landscape
As a result, advertisers and marketers must quickly find new ways of delivering targeted ads and measuring their effectiveness to cope with this new reality. This guide explores the implications for the cookieless future and offers insights into strategies and techniques to enable businesses to navigate the evolving digital marketing landscape.
Based on the collected information, personalized features can be created for each user, allowing website owners to streamline users’ web experiences.
What Cookies Do & How They’re Collected
Below are real-world examples of how cookies work and how they are collected.
Anna is an avid shopper who frequently visits an e-commerce website for clothes and accessories. Once she creates an account on the website, a cookie containing her login information is stored on her computer. So, the next time Anna visits the website, she will not have to enter her login details again since the cookie will automatically log her in.
Apart from storing Anna's login credentials, the cookie can keep track of the products Anna views and purchases. This allows the website to suggest other products that Anna may be interested in and provide a personalized shopping experience.
Luke is a digital marketer who spends time on social media. Cookies can automatically log him into websites and keep track of the posts he likes, comments on, and shares.
The information from Luke’s cookie thus enables the social media platform to personalize his news feed and serve him targeted advertising based on his interests and behaviors.
How Cookies Benefit Advertisers As It Pertains to Customers
Ad TargetingAdvertisers can target media based on customers’ preferences and online behaviors. When a shopper visits a website that sells dog food and then heads to a website that uses advertising services, they will probably view dog food messages on the second website. This occurs because the advertiser can access a cookie stored on the user’s computer by the first website.
Metrics & AnalysisCookies also provide advertisers with data and analytics, informing them of their media performance. For instance, by tracking how many users engaged with a particular ad, an advertiser can better understand which messages resonate most with consumers and can adjust their strategies accordingly.
What Does the Cookieless Future Look Like?
Depending on the quality and reliability of the first-party information collected, some companies may also seek alternative identification solutions based on non-cookie identifiers. An ideal example is the use of email addresses to market products and services to customers.
Experts also expect the proliferation of alternative business models and approaches to advertising. For example, some companies are already testing direct- to-customer channels that will allow them to collect first-party data directly.
Such solutions will enhance the levels of trust between consumers, marketers, and advertisers on the way toward a full-scale cookieless future.
There is Still Time
Marketers and Advertisers Who Use Contextual Targeting Don’t Need an Identity Solution
There is no doubt that contextual advertising will provide value for marketers and advertisers going forward. However, this strategy can only partially replace cookies on its own. Instead, digital marketers will have to combine contextual and addressable solutions to maximize the reach of their digital approaches.
DigiROI Marketing Can Help
We aren’t order-takers, but a true extension of your marketing department equipped to take your brand to the next level. We assess and discover your competitive advantage and goals to develop and execute your custom campaign strategy. Whether your brand needs a partner for digital, media planning and buying, or creative service, we’re here to help.