For marketers, third-party cookies are integral to reaching their consumers. Silently this tracks customers across the internet. However, the era of cookies is drawing to a close quickly. What’s next?
Even though the decision of Google on third-party cookies is delayed following the outcry, the death of cookies is not far off. Web browsers also announced that they would stop supporting all third-party cookies. Marketers will now need to be more creative to reach their target customers.
According to a survey by Ipsos titled ‘Business & Innovation Greenbook Research Industry Trends Report, ‘only 48% of brands are ready for the cookie-less future. This means this transition will not be easy for global marketers. McKinsey estimated that USD 10 billion revenue could be at risk if cookies are banned. However, research explained that removing cookies could provide a once-in-a-generation opportunity to strengthen customer relationships and drive future growth. While providing a better user experience that doesn’t compromise their privacy, brands can survive and thrive in a cookie-less world to better connect with consumers.
Also Read: B2B Content Marketing – Top Consumptions by the Target Audiences
Context, Audience, and Technology
To deliver the most contextually relevant campaign, marketers need to identify their target audience and the online content they consume. They should look at the environment and identify the sites and content categories that align with their particular brand. Beyond the basics, this is where adjustments can be critical. Based on the audience, content, and the quality of their contextual solutions, brands can serve an audience better and meet their individual needs by selecting supply partners.
A way towards a cookie-less world
It is not decided yet what will replace third-party cookies. However, brands need to focus on achieving more significant results with creativity. They should better collaborate with end-users and consumers to create a more personalized and human online experience.
A deeper drill-down is essential, but they also need to consider brand suitability. Some brands do not want their ads to appear next to content related to the pandemic or other black swan events.
Also Read: The State of E-Commerce in 2022: How Enterprises Can Keep Up with An Ever-Changing Market
For advertisers using contextual targeting, far-reaching opportunities should be the focus. Brands can optimize results through quality and relevancy by highlighting products based on search history instead of offering ads that invade users’ privacy. Contextual advertising should target the user’s interest.
Using advanced machine learning models, marketers can quickly pinpoint a video topic and the feeling a video evokes. For hyper contextual targeting, the exact video frame a specific product category is shown opens up limitless opportunities.
Cookies no longer matter with the right technology,
It is now time to invest in tools and technologies that allow brands to contextually and relevantly reach audiences. Marketers should now take the initiative because, letting this opportunity pass, they risk playing at a lower, less significant level than their competitors. With an endless supply of ads looking for interested eyeballs, brands need technology that can propel their products and services and ensure they are seen by consumers who will take notice.
For more such updates follow us on Google News TalkCMO News.
