A cookieless world
There are huge changes on the rise with the arrival of the cookieless era. But how will it change online marketing? We will try to explain all ins and outs.
What will the cookieless world look like?
We all have to face it: a cookieless world. This impactful development will bring significant changes for companies that rely on data-driven operations. In this article, we will briefly discuss what cookies are, what a cookieless world entails, and provide some practical solutions to continue data-driven activities.
What Are Cookies?
When you visit a website, you are often asked to accept or reject a cookie notice. A cookie is a small text file containing information that allows the website to remember which pages you have visited and what you did on those pages. There are cookies that optimize the user experience of the website, analytical cookies that track statistics so the owner can take actions to improve the site, and cookies that allow the owner to display advertisements based on behavior.
What Is the Difference Between First-Party and Third-Party Cookies?
Cookies placed by the website you visit are called ‘first-party cookies.’ Cookies placed by third-party websites are known as ‘third-party cookies,’ which are implemented through a pixel. For example, if you are logged into your Facebook account and then visit an online store to view laptops, those laptops and relevant alternatives may later appear in your Facebook timeline.
What Is a Cookieless World?
A cookieless world refers to the loss of third-party cookies. This means that the pixels currently placed to offer targeted advertisements across other platforms will disappear. Consequently, the ability to provide data-driven relevant offers to specific target groups also vanishes. Remarketing and frequency capping (ensuring that a specific advertisement is shown to potential customers a limited number of times) will no longer be possible.
As big tech companies become increasingly capable and introduce more advanced techniques, consumer privacy must be more closely monitored. Stricter regulations are on the horizon. Consumers also expect companies to be present only when needed, which contrasts with their privacy concerns.
Practical Solutions for a Cookieless World
- Use Server Log Files: You can use server log files to gather information about visitor numbers, traffic sources, and behavioral data. This provides insights into the behavior of (potential) customers on your website without using cookies.
- Use Identification Technologies: Various identification technologies, such as device fingerprinting and browser fingerprinting, are available to collect information about visitors without tracking them with cookies.
- Collect Data via Forms and Surveys: Asking visitors to provide specific information through forms and surveys is still an option. This can help gather data about your target audience, such as demographic information, interests, and behavior patterns.
- Use Privacy-Focused Web Analytics Tools: Privacy-focused web analytics tools are available that can provide insights into traffic and behavioral data without using cookies.
- Collect Data Through Collaborations and Integrations: You can collect data through collaborations and integrations with other companies and technologies, such as social media platforms and e-commerce platforms.
- Use AI and Machine Learning: Artificial intelligence (AI) and machine learning, visible trends at the moment, can be highly valuable for analyzing and predicting traffic and behavioral data.
By employing these strategies, companies can continue to operate data-driven without relying on third-party cookies, thus maintaining a balance between privacy and effective marketing.
