Preparing for the Cookieless World

Industry experts expect a cookieless future to become a reality by 2024. The Google Chrome Browser will restrict the use of any third-party cookie. All tracking, ad-serving, and retargeting cookies will not exist.

Most businesses depend on third-party cookies for all their presales and advertising campaigns. It is time for such businesses to start preparing for a cookieless world to minimize the impact. Many marketing business leaders are concerned about how cookieless advertisement is even possible.

In this article, let’s explore opportunities businesses can leverage for marketing in a cookieless world.

Holistic View of Cookies

Cookies are tiny text files that websites leave on visitors’ browsers that store bits of data. There are multiple types of internet cookies, a few essential because they enable websites to function efficiently. All the other types of cookies are non-essential cookies.

• Essential Cookies

First-party cookies, also known as essential cookies. The Website or domain the user visits save the essential cookies directly. First-party cookies help to simplify the user experience. These essential cookies allow websites to function properly by executing functions such as retaining account information. They help to streamline the logging-in process and remember which products the visitor has added to their cart. The aim of achieving a cookieless future is not to eliminate first-party cookies. One significant reason is that they are not very controversial and have a restricted scope. First-party cookies do not follow the visitor online or store any Personally Identifiable Information (PII). Hence, a cookieless future will not impact the utilization of first-party cookies.

• Non-essential Cookies 

Other authorities than the website owners create Third-party. Google wants to eliminate these non-essential cookies to achieve a cookieless future. Third-party cookies store the information of each visitor in a cookie ID. These cookie IDs can be linked to the individual using a unique identifier. Hence, these cookies fall under personal information under data privacy laws such as California Consumer Privacy Act (CCPA), Virginia Consumer Data Protection Act (CDPA), and General Data Protection Regulation (GDPR). Monitoring cookies developed by advertising companies is an example of a third-party cookie. Retargeting cookies that redirect users to a website that sells products of their choice are also non-essential cookies.

Such cookies follow the users around the internet and raise privacy concerns. Google wants to achieve a cookieless future to offer more control to the users on how their data is monitored and used. 

Preparing for a cookieless future involves adapting to changes in online advertising and user tracking practices. Here are some steps CMOs can take to prepare:

Understand the changes

Learn about the shift toward a cookieless future and its underlying reasons. Cookies, tiny text files saved on a user’s device, have traditionally been used for tracking and targeting users for advertising purposes. However, privacy concerns and evolving regulations have led to the development of alternative solutions.

Also Read: Gathering Zero-Party Data is the Way to Move Forward in the Cookieless Future

Explore alternative tracking methods

Advertisers and marketers are turning to other tracking technologies without relying heavily on cookies. One of the emerging solutions is using first-party data, which involves collecting data directly from users who have willingly provided it. Explore ways to effectively gather and utilize first-party data to understand the audience and personalize experiences.

Prioritize consent and transparency

User consent and transparency have become crucial elements in a cookieless world. Ensure that businesses obtain proper consent from users before collecting any data. Communicate what data businesses collect, how they will use it, and how users can manage their preferences. Make the organization’s privacy policies easily accessible and user-friendly. 

Optimize for contextual targeting

As tracking becomes more challenging, contextual targeting gains importance. Focus on delivering relevant content and ads based on the context of the user’s current activity or the content they are consuming. This approach relies less on individual user data and more on the immediate context, making it a viable alternative in a cookieless future.

Embrace privacy-centric technologies

Explore technologies and solutions that prioritize user privacy. For instance, privacy-preserving tools like federated learning or differential privacy can enable businesses to analyze aggregated data without compromising individual user identities. Invest in privacy-centric infrastructure and technologies to align with evolving privacy standards.

Diversify the marketing strategies

Instead of relying solely on targeted advertising, diversify the marketing efforts. Focus on building strong brand identities, providing valuable content, and engaging with the target audience through social media, email marketing, influencer collaborations, and other channels that rely less on individual tracking.

Collaborate with trusted partners

Engage with partners, vendors, and platforms that prioritize user privacy and provide transparent data practices. Look for partnerships that align with the values and support the transition to a cookieless future. Stay updated on industry developments and collaborate with organizations and experts who can guide the business through the changing landscape.

The cookieless future is an opportunity to build more ethical and privacy-respecting approaches to digital advertising and user tracking. By being proactive and adaptable, businesses can get a competitive edge and continue to deliver personalized experiences while respecting user privacy.