The end of third-party cookies is a significant change in the world of online marketing and tracking. Third-party cookies are small data files that are placed on users' computers by third-party companies to track their online activity. They allow advertisers to track users' browsing habits and target their ads accordingly.
However, due to the growing concern about online privacy, several browsers have announced the end of third-party cookies. This means that advertisers will no longer be able to track users outside of their website, which will greatly reduce their ability to target ads online. For advertisers, this can lead to a reduction in the effectiveness of their ad campaigns and a loss of valuable data about users' online behavior.
In response to the end of third-party cookies, advertisers must explore new ways to target users online. Learn about the alternatives that may be available to your organization.
The alternatives
First-party cookies
First-party cookies are data files stored on your computer by a website you visit. Unlike third-party cookies, which are placed by third-party websites, first-party cookies are issued by the website you are visiting. Websites can still use first-party cookies to store information about your preferences and improve your user experience. This information can help website owners understand how visitors use their site and improve content.
First-party data
This type of data is voluntarily shared by users without being required to use a product or service. This can include information such as preferences, interests, shopping habits, etc. Users may choose to share this data in exchange for better personalized experiences, targeted offers, etc. Zero-party data is generally considered more privacy-friendly, as it is shared explicitly and consciously by users. First-party data can be collected via surveys, registration forms, loyalty programs and other means of direct communication with customers. Companies may also use incentives to encourage users to provide first-party data, such as special offers or rewards.
Advertising IDs
Advertising IDs are unique identifiers for mobile devices such as smartphones and tablets, to allow advertisers to target ads to a specific audience. This allows advertisers to track online behavior and show targeted ads. Ad IDs are used by advertisers to track users online and across different applications, but they are less intrusive than third-party cookies. On Apple devices, for example, users can enable or disable the use of IDFA (advertiser IDs) in app settings.
Contextual advertising
Contextual advertising uses the content of a web page to determine which ads are displayed on that page. For example, if you visit a sports website, you will likely see ads for sports-related products. Contextual advertising is less targeted than behavioral advertising, but it is still effective in reaching a specific audience. Contextual advertising can be used in various forms of online advertising, including banner ads, sponsored links and video ads. However, contextual advertising can also have drawbacks, especially in terms of ad accuracy and relevance. Ads may not always match the content of the page or the user's search query exactly, which can result in less relevant ads and unnecessary clicks.
Declared data
Declared data is information that users voluntarily provide about themselves, such as their age, gender, geographic location and interests. Advertisers can use this information to better target ads. Users may provide this information via registration forms or surveys. However, declarative data also has quality and security limitations and risks. Users may provide inaccurate or incomplete information, and companies must be careful in the collection, use and protection of declarative data to avoid privacy breaches.
User cohorts
User cohorts are groups of users who share common characteristics such as date of registration, age, geography, interests, etc. User cohorts are used to track and report on the use of data. Cohorts are used to track user behavior over time and to measure the effectiveness of marketing strategies, product updates, user interface changes, etc. User cohorts are often used in conjunction with cohort analysis, which is a statistical analysis method for tracking the behaviors of user cohorts over time. This method can measure user loyalty, customer lifetime, average customer value, retention rate, conversion rate, etc.
What to keep in mind
The end of third-party cookies may push companies to explore new alternatives to track and target their audiences. However, it is important to keep in mind that user privacy must be respected and informed consent must be obtained before any data is collected. By opting for proper data usage, you will maintain a positive reputation and user trust in your company.
