The future without cookies is getting closer to us, and many marketers dread the date when 3rd party cookies won’t be supported anymore by the biggest browser on the market. Google Chrome, with over 60% of the market share, will soon join Safari, Firefox, and Edge, which have already stopped using 3rd party cookies.
We will live through a true revolution, but a cookieless world doesn’t need to look so bleak if you know which other technologies will allow you to promote your brand effectively.
Why are cookies so vital to the performance of your ads?
First, let’s learn about the importance of 3rd party cookies and why the cookieless world is so scary to many brands. Cookies have been used for years to collect data about the visits of individual users on websites. Collected information is then used to accommodate the website to the user’s preferences the next time they enter it. Of course, such personalization allows you to display ads that are much more relevant to each person’s interests and experiences. As a result, you can achieve better results and increase the effectiveness of your advertising. One of the best ways of using 3rd party cookies is retargeting, which seamlessly matches the ads displayed to the user thanks to the data on their past browsing history.
1st party data will help you in cookieless world
Even though we will say goodbye to 3rd party cookies, there are still some alternatives. One of them being 1st party cookies, which also collect and store data about ways the user interacts with a specific website. However, there is a crucial distinction between those two types of cookies. 1st party data is limited to a single website or app where it can collect such information as product searches, language settings, shopping carts filled with products, or types of content the user chooses to interact with. What is important, these types of cookies won’t track users across various websites, they are limited just to the domain that they’re assigned to.
The use of 1st party cookies in advertising
In the cookieless world, 1st party cookies can be used in various ways to boost your advertising efforts. One of the options is to implement them in retargeting campaigns. You can utilise data regarding the ways each user interacts with the website or app, which will help you figure out what products and/or services he’s interested in. You will also learn more about their purchasing process. Even though you can’t use 1st party data to directly personalize ads, you will be able to create interest clusters that group similar users while still preserving their privacy. By using the FLEDGE mechanism, you can then target those groups across the different websites. For example, users who looked at numerous leather bags can be placed in a group that considers the purchase of leather bags in the future. You may direct users to this group of ads that show the benefits of these products and convince them to finalize the transaction.