Cookieless Marketing – Preparing Companies for the End of Cookies
Posted: Wed Dec 04, 2024 11:02 am
For a long time, cookies formed the backbone of most online marketing activities. They allow customers and target groups to be thoroughly understood and this knowledge to be used to optimize campaigns and websites. As the end of cookies approaches, a convenient way of collecting personal data from users is disappearing. But this user data is needed for various purposes - for example, to display personalized advertising or for remarketing .
How can online marketing work without cookies in the future and will we still need at least some of the cookies?
regulation
Third-party cookies will disappear
With the introduction of the EU General Data Protection Regulation (GDPR), it became clear that cookies can be problematic. Cookies are small files that are stored in the browser when a website is accessed. This data can be used to recognize users at a later point in time. This makes it possible, for example, to display personalized advertising or to make offers that the people concerned were interested in at an earlier point in time.
Read also: Is Google blocking personalized advertising?
In the future, cookies will no longer be usable in the same way as they have been up to now. This is demonstrated, for example, by Google's announcement that third-party cookies will no longer be supported in the Chrome browser. This was actually planned for 2022 - Google has postponed this by a year, to 2023.
cookie
What is eliminated with third-party cookies?
Without third-party cookies, many types of tracking are no longer possible. Third-party cookies are those that do not come from the website or company with which a person is in direct contact.
An example of this are cookies from providers such as Facebook or Google, which are set when you visit a website on which scripts from these providers run, for example for social media widgets or Google Ads . Typical applications are, for example:
Remarketing – to stay in touch with prospects.
Frequency capping – to ensure that a user does not see the advertisement too often.
Attribution models – used to determine which campaigns a prospect was in contact with before completing the transaction.
Automated advertising – based on behavior.
The elimination of third-party cookies means that companies and website operators have to look for other ways to collect user data and provide personalized offers.
cookie
First Party Cookies: CRM becomes even more important
Here we first look at so-called first-party cookies. They are set directly Bahrain Phone Number Resource by the website or its provider, i.e. by the party with whom the user directly interacts.
However, the use of first-party cookies is also subject to data protection conditions. As soon as you want to address customers or people in the EU, you have to point out the cookies and visitors have to give their consent for cookies to be used. For this reason, there are hardly any websites today that do not ask you to accept cookies on your first visit.
Tools like Google's Customer Match help to display targeted offers based on first-party cookies. It can therefore be worthwhile to invest in collecting first-party data. Tools that allow you to identify which companies have visited the website, even in the age of GDPR, will continue to gain in importance.
It is also helpful to develop a comprehensive CRM strategy and link offline data (classic CRM) with online data. Ideally, this should be done while it is still easier, i.e. before third-party cookies are eliminated. This step further merges offline and online activities.
How can online marketing work without cookies in the future and will we still need at least some of the cookies?
regulation
Third-party cookies will disappear
With the introduction of the EU General Data Protection Regulation (GDPR), it became clear that cookies can be problematic. Cookies are small files that are stored in the browser when a website is accessed. This data can be used to recognize users at a later point in time. This makes it possible, for example, to display personalized advertising or to make offers that the people concerned were interested in at an earlier point in time.
Read also: Is Google blocking personalized advertising?
In the future, cookies will no longer be usable in the same way as they have been up to now. This is demonstrated, for example, by Google's announcement that third-party cookies will no longer be supported in the Chrome browser. This was actually planned for 2022 - Google has postponed this by a year, to 2023.
cookie
What is eliminated with third-party cookies?
Without third-party cookies, many types of tracking are no longer possible. Third-party cookies are those that do not come from the website or company with which a person is in direct contact.
An example of this are cookies from providers such as Facebook or Google, which are set when you visit a website on which scripts from these providers run, for example for social media widgets or Google Ads . Typical applications are, for example:
Remarketing – to stay in touch with prospects.
Frequency capping – to ensure that a user does not see the advertisement too often.
Attribution models – used to determine which campaigns a prospect was in contact with before completing the transaction.
Automated advertising – based on behavior.
The elimination of third-party cookies means that companies and website operators have to look for other ways to collect user data and provide personalized offers.
cookie
First Party Cookies: CRM becomes even more important
Here we first look at so-called first-party cookies. They are set directly Bahrain Phone Number Resource by the website or its provider, i.e. by the party with whom the user directly interacts.
However, the use of first-party cookies is also subject to data protection conditions. As soon as you want to address customers or people in the EU, you have to point out the cookies and visitors have to give their consent for cookies to be used. For this reason, there are hardly any websites today that do not ask you to accept cookies on your first visit.
Tools like Google's Customer Match help to display targeted offers based on first-party cookies. It can therefore be worthwhile to invest in collecting first-party data. Tools that allow you to identify which companies have visited the website, even in the age of GDPR, will continue to gain in importance.
It is also helpful to develop a comprehensive CRM strategy and link offline data (classic CRM) with online data. Ideally, this should be done while it is still easier, i.e. before third-party cookies are eliminated. This step further merges offline and online activities.