2 Oct 2022| ONPASSIVE
Deal With The Death Of Third-Party Cookies The Right Way
Almost every technological or online activity involves some cookie or reference. If you log onto a social media account, you leave behind cookies that determine your preferences, what ads you see, and more. With the popularity of social networking and the growth of Internet commerce, it’s no wonder there’s such a proliferation in terms of websites devoted to the topic.
You can find websites on everything from how to deal with the death of third-party cookies to what to do if someone doesn’t agree to which cookie is best, and there’s even a place for people to complain when other people delete their cookies.
Search engines and web browsers typically store your information in a cookie whenever you use them. This cookie acts as a marker for the exact searches you’ve performed. So, when you make a search term or enter information into a web form, the search engine or website will ask for it later. The cookie stays with you even if you abandon the website or search engine. It remains on your computer until you remove it, usually by deleting the cookies altogether from your computer’s hard drive.
You can’t simply delete third-party cookies, and they will stay behind on some computers indefinitely, no matter how you attempt to remove them. To remove them, you need to have a program that finds out and removes these cookies. This program is called, of course, a “web proxy.”
Ultimately, the death of cookies is a good thing for both brands and consumers. It facilitates more choice and privacy for consumers, and it also allows brands to create better customer experiences.
However, it poses a few short-term challenges.
Without third-party cookies, it becomes challenging for brands to offer a relevant experience and attain their marketing goals.
Brands have come up with a reasonable solution to deal with the death of cookies. About 60% of brands have increased their spending on first-party data.
Brands collect information in the form of first-party data from consumers who willingly share it. And, this data can be CRM data or submissions. As this data is collected directly from the consumers, it’s often relevant and accurate. Also, this is the data that you own, which makes it proprietary and valuable.
The approaching death of cookies is making brands take account of first-party data.
However, what is the different sources of first-party data? Consider the following options:
However, simply collecting first-party data is not sufficient, and brands must activate this data to take its full advantage. This is where you can use AI as it helps you with first-party data activation.
It’s not that difficult to collect first-party data, and humans tend to have limitations in extracting deeper insights from this data at speed and scale. This becomes more challenging when customer behavior changes over time.
Here, you can take the help of AI tools to activate first-party data in a cost-effective manner. Thereby, you can automatically personalize marketing language.
Third-party cookies are becoming less important over time as more browsers gain support for new technologies. Only recently was Adobe Systems forced to leave Safari out of its browser plug-in services because of a cookie technology called Transparent Cookies. Apple has also stated that they will no longer include the cookie feature in their browser. With all these new technologies and more coming forward every day, you will most likely have to learn another way to deal with the death of third-party cookies.
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