We all know the importance of data in a marketing strategy. It influences everything from initial decision-making to the sudden changes of direction we decide to make when something doesn’t work well. However, now that digital privacy and cookieless are emerging, what are we going to do?
Valentina Giraldo
Nov 12, 21 | 9 min read
What the cookieless future will look like for digital marketing
Reading time: 7 minutes
Don’t worry, in this article we will tell you everything about the cookieless scenario and best of all, we will give you 10 solutions so that you don’t miss third-party cookies.
Cookieless is a term that emerg to define the
of third-party cookies .
Cookies are data that is record in a user’s browsing history and third-party cookies are those install by a company other than the owner of the website we visit or also those install by advertising services to display their ads more assertively, doing remarketing , for example.
In the case of the number of users who use Google Chrome, Google collects this data, using it, for example, to optimize Digital Marketing campaigns .
However, on January 14, 2020, Google list of madagascar consumer email announc that third-party data would no longer be available to companies and that there would gradually be a discontinuation process that would culminate in 2022. However, that deadline was recently extend until 2023 .
In this way, cookieless makes it more difficult for marketing professionals to track users to better understand their behavior , as well as evaluate the results of Digital Marketing strategies and obtain other types of information.
What is the current cookieless scenario for companies?
How does cookieless affect businesses
The importance of Digital Marketing for companies is clearly known by all and for the strategies to work, as we know them today, cookies are essential.
However, we have to understand that not all cookies will disappear , those creat by the visit domain will be maintain.
Specifically, cookieless can affect a website in the following ways:
Much of the data from paid advertising on Google, for example, cannot be measur. We will not be able to know the number of times a user sees the ads zuckerberg’s metaverse? not exactly. understand what the metaverse is and its impacts on your strategies and your base will only be through conversions and income.
Some target advertising resources will be more complicat, as you will no longer receive the file with user information.
You will ne to find other ways to measure the early stages of the funnel on your web domain, since you will no longer have the information on the stages that the user goes through.
Digital Marketing will have higher costs, since we will no longer have complete information for decision-making.
Although third-party cookies were extremely important for the good performance and support of a complete Digital Marketing strategy , we still have alternatives, as we will see later.
How does cookieless impact users?
With cookieless, the user experience of online advertising will also be affect . Without more target advertising, the advertising you see online will be less relevant and more general.
By leaving less data record, online cz lists advertising will become more massive and increasingly similar to traditional mia advertising. Unless we use other resources.