The Future of the Cookieless Digital World

Hazel Siu Jan 26, 2022

Cookies are tiny pieces of code placed in your browser every time you visit a website. Cookies also collect information about the website you’re seeing. And your preferences for language as well as the products you’ve scanned and much more.

In essence, cookies track your web browsing location and the information you access, and other information about your preferences on web pages. While in cookieless tracking scenario will be different.

How is the term Cookieless world and why is Cookieless coming?

privacy

The cookieless world is a marketing technique that permits marketers not to depend on cookies.” Cookies refer to pieces of information that contain individual identifiers for customers.

To understand why cookieless are coming to suppose we are discussing the idea of cookieless advertising. In that case, we can better comprehend the concept by researching three distinct levels of people involved in this massive change in ecology.

  • The First Tier
    The first tier is of the user. People are constantly annoyed by various disruptive marketing methods, including targeted marketing, which is intrusive and not related. Companies, mindful of consumers’ discontent and concerns, pay attention to customers’ expectations when designing customer experiences. In addition, legislation has been taken effect that permits customers to get more information about their data and control how their data is used compared to businesses having total control over it.
  • The Second Tier
    The second level comprises tech companies that run web browsers, including Apple and Google, who have imposed restrictions on cookies that impact the technical foundations of all digital marketing strategies.
  • The Third Tier
    The last component of the ecosystem is marketers who benefit from technological advancements. For them, the promise of a cookie-free society will require innovative marketing processes to transform people. Who are not aware of their customers into known ones, allowing marketing teams to provide individualized services using secure identifiers tied to profiles of customers.

How will Cookieless affect the Industry of Digital Marketing?

impact

The share of marketers currently reliant on third-party cookies is 83%. This significant number is going to be affected in some way with this update. Marketers are tasked with many different responsibilities. They are responsible for assisting customers throughout the different phases of interactions with the brand, from the introduction of the brand, engagement, to conversion, and then creating an ongoing connection between the business and its customer.

The most likely to be affected by the change to cookies are the beginning stages during these initial interactions with brands; customers aren’t providing contact information. Today, marketers depend on cookies to track new customers by browsing websites, engaging with web-based ads, and returning to the website.

Cookieless Advertising

advert

Marketers have had to cope with the technological advances previously. Still, this one seems to bring more disruption because of the various phases it impacts the stages before an individual transitioned from customer to.

A future that’s not dependent on third-party cookie usage will be a more difficult transition in marketing. Sixty percent of the top executives believe that eliminating third-party cookies can affect how they market their services.

Incredibly enough, consumers seek greater privacy, but they still seek a more personalized experience. To marketers, the problem is to replicate some personalization and targeting without using strategies for advertising which rely on cookies. 

Cookieless Tracking

Without cookies from the third party, when a user is on an online website belonging to an organization and leaves without making a purchase or submitting contact details (e.g., or signing up to receive an email newsletter), the prospect will not get focused on the possibility of retargeting them in a 1:1 manner. 

It can be a challenge for marketers who’ve built most of their strategies around segmentation based on data generated using third-party cookies that aid in individualization and optimization. If cookies aren’t set up at present, advertisers cannot make the same kinds of segments available to prospective customers.

What are the Alternatives to Digital Marketing without Cookies?

alternative

Google has decided and laid out the plan to phase out support for cookies till the end of 2023. It will usually revolve around Chrome— used by more than 63% of total users. Therefore, marketers across the globe must get their way to work together. 

What are their options for a cookie-free world? The most crucial question marketers must address is “How can we provide backtrack capabilities to our users? What’s the most effective method of getting them out of a cookie-free environment?

Utilize your Main Data Strategies

If the cookies from third parties disappear, companies must devise an innovative initial data-based strategy to address the issue of no cookies.

  • Strategies for 3rd-party cookies
    Third-party Cookies disguised as first-party cookies to act as sleeper cookies can be used in native domains of the internet.
  • Customer data platforms (CDP)
    CDP allows you to identify the people who are your customers. CDP is more personal than third-party cookies, increasing sales and converting more.
  • Pay attention to timing
    Without cookies from third-party marketers, marketers give them information to determine and personalize their marketing, and timing is the most crucial element in creating unforgettable experiences.
    Affecting your customers’ preferences based on websites they visit, the information that they read, and the items they purchase is an excellent method to determine the stage of their experience as a consumer. 
  • IP addresses
    The IP addresses are updated each time the user’s residence changes. But IP addresses offer an effective method of tracking users as they travel across their walls.
  • Fingerprinting
    Contrary to cookie-dropping, scraping fingerprints of relevant information does not require additional notifications or permissions. It can also have 100% accuracy.
  • Examining the context
    It permits marketers to display ads based on web pages that they have visited instead of establishing it on the individual’s profile.

Do Cookies Disappear Completely?

questions

Cookies will not be gone entirely. Customers aren’t necessarily looking for cookies to go away; however, they would like their privacy rights protected, and there are some significant changes. Third-party cookies will be subject to the most prominent changes and impact personalization and new methods to attract customers.

The Cookieless Future is Bright and Grim

If all the useless or harmful elements of 3P cookies go away, their cost will be reduced, and outcomes for businesses generated by digital marketing will go up. Particularly, suppose advertisers purchase advertisements from publishers with an actual human audience.

In that case, they will get superior results than ads using hyper-targeted advertisements displayed on various websites that pretend to represent different groups. It also reduces the need for privacy-invading data collection and the expense of target parameters, including audience segments, detection of fraud, brand safety monitoring, etc.

The Bottom Line

Cookieless future is undoubtedly a bright future for excellent publishers, advertisers and consumers. However, it’s not so good for companies in ad tech who have made money from collecting personal data of their customers, taking advertising revenue from publishers who have a good relationship with themselves, and offering snake oil sales to marketers.

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