The cookiepocalypse is near
What are third party cookies?
Third-party cookies are those that are stored in the user's browser by a website other than the one the user is visiting. This means that, if a user accesses a web A and it has content from a web B (for example, a video hosted on YouTube), the web B will store a cookie in the user's browser.
The main function of third-party cookies is to track user behavior on the Internet across various websites. Thus, for example, a company will be able to track a user's browsing habits and target its advertising accordingly.
Although third-party cookies serve a useful function, they can also generate privacy-related controversies. This is why many users choose to block them using privacy tools or equivalent measures.
You may also be interested in: The emergence of cookieless IDs
Disappearance
The demise of third-party cookies signifies the end of an era in online advertising. Advertisers and website publishers have benefited from these cookies, which allow companies to track users' online behavior and target advertising to them based on their interests. However, Apple's Safari browser no longer supports third-party cookies, and other browsers, such as Firefox and Chrome, have announced plans to do the same. This means that advertisers will no longer be able to track users' online behavior and will have to change the way they target them.
Advertisers and website publishers are looking for solutions to this problem, as it signifies a significant change in the way online advertising works. Advertisers are expected to adopt new forms of advertising, such as behavioral advertising, which targets users based on their browsing history. Website publishers are also expected to change the way they monetize their sites, as cookie-based advertising has been a major source of revenue for them.
Strategies for a cookie-free world
After years of data collection, the end of cookies is near. That means marketers will have to change the way they track online behavior. However, the change doesn't have to mean a reduction in marketing power. In fact, it may be an opportunity for marketers to become more creative and strategic.
Here are five ways to market in a world without cookies:
Identify other data sources.
Deleting cookies does not mean that data cannot be collected. In fact, there are many other sources of data that can be used to gain valuable information about customers and online behavior. Marketers can consult web analytics companies, such as Google Analytics, for aggregate data about online traffic and behavior. They can also use survey and polling tools to gather valuable information directly from customers and users.
2. Focus on quality, not quantity.
Without cookies, it may not be possible to track the exact number of unique visitors to a website. But that doesn't mean that valuable traffic data can't be obtained. Instead of focusing on quantity, marketers should concentrate on the quality of visits. For example, they can look for data on how long users spend on a website or which pages they visit most frequently. This will help them better understand what type of content is most interesting and useful to visitors.
3. Use content marketing to attract qualified traffic.
One of the biggest challenges to marketing without cookies is attracting qualified traffic to a website. However, content marketing can be a great tool to achieve this goal. By creating and promoting interesting and relevant content, marketers can attract new visitors to their website and, more importantly, convert them into leads.
4. Use context-based marketing.
Context-based marketing focuses on advertising to an individual based on the context they are in. For example, if a person is reading an article about sports shoes on a website, they are likely to be interested in buying sports shoes. In this case, the marketer can show him relevant ads about sports shoes. This form of marketing is effective because it targets people based on their current interests and needs.
5. Use personalized marketing.
Personalized marketing involves the creation and delivery of relevant and interesting content to a specific individual. This can be achieved through the use of available customer data, such as browsing history or website interactions. With personalized marketing, marketers can create unique and individualized experiences for each potential customer, which increases the likelihood of converting them into actual customers.
