Chin up, Marketers: The Demise of Third-Party Cookies Isn’t All Bad

Most of the ads you see online are sent using third-party cookies, which are part of a somewhat questionable ad technology infrastructure that identifies and negotiates the identity and data of site visitors.

So when Google announced in January that it would eliminate Chrome’s support for third-party cookies in two years, there was concern among marketers who were concerned that they would no longer be able to locate the public. And I would show them relevant messages if they crossed the line. I do not have this. Network.

But despite all the problems, there are long-term benefits and benefits for marketers at the end of cookies.

Balance trust with privacy

Privacy concerns related to the use of personal data are growing worldwide. Since the General Data Protection Regulation (GDPR) entered into force in Europe in May last year, the European Data Protection Council has already received 144,000 complaints.

If you don’t trust third-party data that doesn’t have clear consent chains, you can manage brands and help protect your customers ’privacy.

Engage your marketing with careful data management (such as management, security, and protection) and transparent communication with customers about how their data is used (such as preferred centers, clear approval mechanisms, and proactive communication about the data collected).

Work smarter with your data

But marketers still can’t be convinced.

They are indeed losing the ability to locate users on the Internet, but all is not lost. Applying advanced analytics to your data can reveal many relevant signs of purchase intent and help to optimize media travel.

Marketers already dynamically collect all interactions about their digital assets with a single HTML code. Then they apply artificial intelligence to that data, historical data, parallel travel, and other data like geolocation, sensors, and more to infer intelligence.

Armed with this intelligence, these marketers are discovering opportunities to cultivate value-generating behaviors and increase customer value throughout their lives. For example, they use AI or customer journey with machine learning or road analysis to provide customers with personalized experiences.

Improve allocation with a smoother approach

At the end of third-party cookies, marketers may feel that they are not missing out on key marketing performance data, which provides information about media effectiveness and guidelines for future media spending.

We will determine the level. Current model approaches to the approach are based on cookie-level data, do not link brand performance, and provide little insight into media and offline interactions.

With or without cookies, marketers must reshape the award to a more holistic and unified approach. It is an ongoing journey that uses multiple algorithmic approaches to show almost real-time correlations between marketing efforts and a selected successful outcome, on the go, not just with a single touch.

Think about collecting and analyzing data strategically and tactically relevant to get a holistic view of touchpoints – pay, own and earn (digital and offline). For example, marketers need to be able to evaluate offline channels, such as interacting with the contact center, receiving direct mail, or participating in events, to determine their position on the customer’s buying journey and the effect on customer loyalty.

With an analysis-based measurement approach, marketers will go beyond click-through rates to focus on business, customer, and industry results. The main performance indicators, such as return on investment in marketing, incremental revenues, and lifetime customer value, are essential for the internship, as they link the impact of marketing directly to the business results.

As a result, the future looks bright for marketers. Third-party data may be extinct, but those that act intelligently with their primary data have richer, more accurate data sets and better customer interactions.

And marketing metrics that go beyond the premium, dependent on third-party data and related to business impact, will accurately demonstrate the value of marketing.

This is the way forward.