By the end of 2024, the internet will see a complete deprecation of third-party cookies as a part of Google’s mission to enhance user privacy on the web. This begins with an initial trial in January 2024, with 1% of Chrome users to experience browsing with an automatic block of cookies.
We know what you are thinking as fellow PPC experts, how will I continue to track personalised messages, optimise campaigns and measure ad performance? Understandably this may feel like a time of uncertainty. However, Google has some alternatives to ensure digital marketing agencies have a smooth transition to cookieless marketing – and so do we.
A Rundown Of The Third-Party Cookie
Third-party cookies have been a fundamental part of the web for decades, since the creation of the first-party cookie back in 1994. They obtain data from the website the user is on, as well as from the ads displayed from other media sources. These additional pieces of content embedded on the page also obtain and share user information so you can advertise better. This shows more personalised ads to your viewer, giving you a higher chance of getting a conversion.
However, as third-party cookies remain less transparent than the regular cookie, we often don’t always know who is using them or where they are being used. The alarm bells are ringing – this poses a huge threat to personal privacy, which is why Google have sought out to fix this problem.
What’s The Next Step For The Industry To Get Ready?
We’re fast approaching a new reality that, as marketers, we will have to learn to adapt and leverage. According to an Epsilon survey, fewer than half of the respondents reported feeling “very prepared” for the phaseout. Let’s work to change that narrative. Here’s what we recommend…
Prioritise First-Party Data
First-party data is collected by a brand from their consumers. The data is available to only them to utilise within their own digital marketing. To encourage and stimulate users to willingly share their data with you, you must provide valuable content in exchange for a part of their personal data such as an email address.
Reevaluate Your Strategy
Analyse which channels are driving the most value for your company and shift your budgets to accommodate this. Equally, switching to people-based targeting would be effective especially when combined with first-party data. This enables you to target your desired audience across a variety of channels. A successful people-based strategy includes:
- Identification – identifying the device your customer uses to look at your website.
- Data – real time behavioural data that includes the interactions made on your website, cart information, products/categories browsed whilst visiting your site. This gives a detailed singular view of your customer.
- Automation – putting this data you now possess into action, which enables you to automate an omnichannel marketing approach across all devices.
How MIRA Can Help
It’s an understatement to say that the death of the cookie will change digital marketing strategies as we know them. That’s why we’re here for you and your pay per click strategies, promising instant visibility and a maximised ROI, allowing you to attain the results you deserve.
To find out more and receive a free audit, get in touch today.